Download VTU (Visvesvaraya Technological University) MBA 2nd Semester (Second Semester) 17MBA23-Research Methodology RM Module 4 Important Lecture Notes (MBA Study Material Notes)
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
? There are two ways of collecting the input data to plot perceptual
mapping.
1. Non-attribute method
2. Attribute method
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
? There are two ways of collecting the input data to plot perceptual
mapping.
1. Non-attribute method
2. Attribute method
? Non-Attribute method
? Here, researcher asks the respondent to make a judgement about the objects
directly.
? In this method, the criteria for comparing the objects is decided by the
respondent himself
? Attribute method
? In this method, instead of respondents selecting the criteria, they were asked
to compare the objects based on the criteria specified by the researcher.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
? There are two ways of collecting the input data to plot perceptual
mapping.
1. Non-attribute method
2. Attribute method
? Non-Attribute method
? Here, researcher asks the respondent to make a judgement about the objects
directly.
? In this method, the criteria for comparing the objects is decided by the
respondent himself
? Attribute method
? In this method, instead of respondents selecting the criteria, they were asked
to compare the objects based on the criteria specified by the researcher.
Inconvenient
Not
Courteous
Convenient
Courteous
A
B
Eg: to determine the perception of a consumer.
Assume there are two insurance Companies to be
evaluated
On two attributes namely
1. convenient locality 2. courteous personal service
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
? There are two ways of collecting the input data to plot perceptual
mapping.
1. Non-attribute method
2. Attribute method
? Non-Attribute method
? Here, researcher asks the respondent to make a judgement about the objects
directly.
? In this method, the criteria for comparing the objects is decided by the
respondent himself
? Attribute method
? In this method, instead of respondents selecting the criteria, they were asked
to compare the objects based on the criteria specified by the researcher.
Inconvenient
Not
Courteous
Convenient
Courteous
A
B
Eg: to determine the perception of a consumer.
Assume there are two insurance Companies to be
evaluated
On two attributes namely
1. convenient locality 2. courteous personal service
High Price
Perceived as
synthetic
Low price
Sparsh
Perceptual mapping for baby care Brands
Himalaya
Dabur
Wipro
J & J
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
? There are two ways of collecting the input data to plot perceptual
mapping.
1. Non-attribute method
2. Attribute method
? Non-Attribute method
? Here, researcher asks the respondent to make a judgement about the objects
directly.
? In this method, the criteria for comparing the objects is decided by the
respondent himself
? Attribute method
? In this method, instead of respondents selecting the criteria, they were asked
to compare the objects based on the criteria specified by the researcher.
Inconvenient
Not
Courteous
Convenient
Courteous
A
B
Eg: to determine the perception of a consumer.
Assume there are two insurance Companies to be
evaluated
On two attributes namely
1. convenient locality 2. courteous personal service
High Price
Perceived as
synthetic
Low price
Sparsh
Perceptual mapping for baby care Brands
Himalaya
Dabur
Wipro
J & J
Thurston Scales
? These are also known as equal appearing interval scales.
? They are used to measure the attitude towards a given concept or
construct.
? For this purpose a large number of statements are collected that
relate to the concept or construct being measured.
? The judges rate these statements along an 11 category scale in which
each category expresses a different degree of favourableness towards
the concept.
.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
? There are two ways of collecting the input data to plot perceptual
mapping.
1. Non-attribute method
2. Attribute method
? Non-Attribute method
? Here, researcher asks the respondent to make a judgement about the objects
directly.
? In this method, the criteria for comparing the objects is decided by the
respondent himself
? Attribute method
? In this method, instead of respondents selecting the criteria, they were asked
to compare the objects based on the criteria specified by the researcher.
Inconvenient
Not
Courteous
Convenient
Courteous
A
B
Eg: to determine the perception of a consumer.
Assume there are two insurance Companies to be
evaluated
On two attributes namely
1. convenient locality 2. courteous personal service
High Price
Perceived as
synthetic
Low price
Sparsh
Perceptual mapping for baby care Brands
Himalaya
Dabur
Wipro
J & J
Thurston Scales
? These are also known as equal appearing interval scales.
? They are used to measure the attitude towards a given concept or
construct.
? For this purpose a large number of statements are collected that
relate to the concept or construct being measured.
? The judges rate these statements along an 11 category scale in which
each category expresses a different degree of favourableness towards
the concept.
.
Thurston Scales
? The statements are worded in such a way so that a person can agree
or disagree with them.
? The scale is then administered to assemble of respondents whose
scores are determined by computing the mean or median value of the
items agreed with.
? A person who disagrees with all the items has a score of zero. So, the
advantage of this scale is that it is an interval measurement scale. But
it is the time consuming method and labour intensive.
? They are commonly used in psychology and education research.
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
? There are two ways of collecting the input data to plot perceptual
mapping.
1. Non-attribute method
2. Attribute method
? Non-Attribute method
? Here, researcher asks the respondent to make a judgement about the objects
directly.
? In this method, the criteria for comparing the objects is decided by the
respondent himself
? Attribute method
? In this method, instead of respondents selecting the criteria, they were asked
to compare the objects based on the criteria specified by the researcher.
Inconvenient
Not
Courteous
Convenient
Courteous
A
B
Eg: to determine the perception of a consumer.
Assume there are two insurance Companies to be
evaluated
On two attributes namely
1. convenient locality 2. courteous personal service
High Price
Perceived as
synthetic
Low price
Sparsh
Perceptual mapping for baby care Brands
Himalaya
Dabur
Wipro
J & J
Thurston Scales
? These are also known as equal appearing interval scales.
? They are used to measure the attitude towards a given concept or
construct.
? For this purpose a large number of statements are collected that
relate to the concept or construct being measured.
? The judges rate these statements along an 11 category scale in which
each category expresses a different degree of favourableness towards
the concept.
.
Thurston Scales
? The statements are worded in such a way so that a person can agree
or disagree with them.
? The scale is then administered to assemble of respondents whose
scores are determined by computing the mean or median value of the
items agreed with.
? A person who disagrees with all the items has a score of zero. So, the
advantage of this scale is that it is an interval measurement scale. But
it is the time consuming method and labour intensive.
? They are commonly used in psychology and education research.
Eg: crime and violence in movie
1. All movies with crime and violence should be prohibited by law.
2. Watching crime and violence in movies is a waste of time.
3. Most movies with crime are bad and harmful.
4. The direction and theme in most crime movies are monotonous.
5. Watching a movie with crime and violence does not interfere with my routine life
6. I have no opinion one way or the other, about watching movies with crime and
violence
7. I like to watch crime and violence in movie
8. Most movies with crime and violence are interesting and absorbing.
9. Crime movies acts as knowledge bank gained by the audience.
10. People learn ?how to be safe and protect oneself? by seeing crime movie.
11. Watching crime in a movie does not harm our life
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
? There are two ways of collecting the input data to plot perceptual
mapping.
1. Non-attribute method
2. Attribute method
? Non-Attribute method
? Here, researcher asks the respondent to make a judgement about the objects
directly.
? In this method, the criteria for comparing the objects is decided by the
respondent himself
? Attribute method
? In this method, instead of respondents selecting the criteria, they were asked
to compare the objects based on the criteria specified by the researcher.
Inconvenient
Not
Courteous
Convenient
Courteous
A
B
Eg: to determine the perception of a consumer.
Assume there are two insurance Companies to be
evaluated
On two attributes namely
1. convenient locality 2. courteous personal service
High Price
Perceived as
synthetic
Low price
Sparsh
Perceptual mapping for baby care Brands
Himalaya
Dabur
Wipro
J & J
Thurston Scales
? These are also known as equal appearing interval scales.
? They are used to measure the attitude towards a given concept or
construct.
? For this purpose a large number of statements are collected that
relate to the concept or construct being measured.
? The judges rate these statements along an 11 category scale in which
each category expresses a different degree of favourableness towards
the concept.
.
Thurston Scales
? The statements are worded in such a way so that a person can agree
or disagree with them.
? The scale is then administered to assemble of respondents whose
scores are determined by computing the mean or median value of the
items agreed with.
? A person who disagrees with all the items has a score of zero. So, the
advantage of this scale is that it is an interval measurement scale. But
it is the time consuming method and labour intensive.
? They are commonly used in psychology and education research.
Eg: crime and violence in movie
1. All movies with crime and violence should be prohibited by law.
2. Watching crime and violence in movies is a waste of time.
3. Most movies with crime are bad and harmful.
4. The direction and theme in most crime movies are monotonous.
5. Watching a movie with crime and violence does not interfere with my routine life
6. I have no opinion one way or the other, about watching movies with crime and
violence
7. I like to watch crime and violence in movie
8. Most movies with crime and violence are interesting and absorbing.
9. Crime movies acts as knowledge bank gained by the audience.
10. People learn ?how to be safe and protect oneself? by seeing crime movie.
11. Watching crime in a movie does not harm our life
Thurston Scales
8 9 10 ? Favourable attitude towards crime & violence
1 3 4 -- Unfavourable attitude towards crime & violence
1 5 11 - not consistent about subject
FirstRanker.com - FirstRanker's Choice
Four?types?of?scales?are?generally?used?
for?Marketing?Research.
? Nominal Scale
? Ordinal Scale
? Interval Scale
? Ratio Scale
Nominal Scale
? It consists of assignment of facts/choices to various alternative
categories which are usually exhaustive as well mutually exclusive.
? These scales are just numerical and are the least restrictive of all the
scales.
? Instances of Nominal Scale are - credit card numbers, bank account
numbers, employee id numbers etc. It is simple and widely used
when relationship between two variables is to be studied.
? In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses.
? Example?is?-?a?survey?of?retail?stores?done?on?two?dimensions?-?way?of?
maintaining?stocks?and?daily?turnover.
? How?do?you?stock?items?at?present?
[??]?By?product?category
[??]?At?a?centralized?store
[??]?Department?wise
[??]?Single?warehouse
? Daily?turnover?of?consumer?is?
[??]?Between?100???200
[??]?Between?200???300
[??]?Above?300
Daily/Stock
Turnover
Method
Product
Category
Department
wise
Centralized
Store
Single
Warehouse
100???200 ? ? ? ?
200???300 ? ? ? ?
Above?300 ? ? ? ?
A two way classification can be made as follows
2.Ordinal Scale
? Ordinal? scales? are? the? simplest? attitude? measuring? scale? used?
in?Marketing?Research.?
? It?is?more?powerful?than?a?nominal?scale?in?that?the?numbers?possess?
the?property?of?rank?order.
? The? ranking? of? certain? product? attributes/benefits? as? deemed?
important?by?the?respondents?is?obtained?through?the?scale.
? Example 1:?Rank?the?following?attributes?(1?-?5),?on?their?importance?in?a?
microwave?oven.
? Company?Name
? Functions
? Price
? Comfort
? Design
? The?most?important?attribute?is?ranked?1?by?the?respondents?and?the?least?
important?is?ranked?5.?Instead?of?numbers,?letters?or?symbols?too?can?be?
used?to?rate?in?a?ordinal?scale.?Such?scale?makes?no?attempt?to?measure?
the?degree?of?favourability?of?different?rankings.
? Example 2?-?If?there?are?4?different?types?of?fertilizers?and?if?they?are?
ordered?on?the?basis?of?quality?as?Grade?A,?Grade?B,?Grade?C,?Grade?D?
is?again?an?Ordinal?Scale.
? Example 3?-?If?there?are?5?different?brands?of?Talcom?Powder?and?if?a?
respondent?ranks?them?based?on?say,??Freshness??into?Rank?1?having?
maximum?Freshness?Rank?2?the?second?maximum?Freshness,?and?so?
on,?an?Ordinal?Scale?results.
? Median?and? mode?are?meaningful?for?ordinal?scale.
3.Interval Scale
? Herein the distance between the various categories unlike in
Nominal, or numbers unlike in Ordinal, are equal in case of Interval
Scales.
? The Interval Scales are also termed as Rating Scales.
? An Interval Scale has an arbitrary Zero point with further numbers
placed at equal intervals.
? A very good example of Interval Scale is a Thermometer.
Illustration 1?-?How?do?you?rate?your?present?refrigerator?for?the?following?qualities.
Company Name
Less
Known
1 2 3 4 5
Well
Known
Functions Few 1 2 3 4 5 Many
Price Low 1 2 3 4 5 High
Design Poor 1 2 3 4 5 Good
Overall
Satisfaction
Very Dis
-
Satisfied
1 2 3 4 5
Very
Satisfied
? The data obtained from the Interval Scale can be used to calculate the
Mean scores of each attributes over all respondents.
? The Standard Deviation (a measure of dispersion) can also be
calculated.
4.Ratio Scale
? It has meaningful zero point
? With this scale length, weight or distance can be measured.
? In this scale, it is possible to say, how many times grater or smaller
one object is being compared to the other.
? Eg : sales this year for product A are twice the sales of the same
product last year.
? All statistical operations can be performed on this scale.
Scaling Techniques
? Likert Scale
? It was developed Rensis Likert.
? Here the respondents are asked to indicate a degree of agreement
and disagreement with each of a series of statement.
? Each scale item has 5 response categories ranging from strongly agree
and strongly disagree.
5
Strongly agree
4
Agree
3
Indifferent
2
Disagree
1
Strongly
disagree
? For example quality of Mother Diary ice-cream is poor then Not Good
is a negative statement and Strongly Agree with this means the
quality is not good.
? Each degree of agreement is given a numerical score and the
respondents total score is computed by summing these scores. This
total score of respondent reveals the particular opinion of a person.
? Thus, likert scale is a five point scale ranging from ?strongly
agreement 'to ?strongly disagreement?. No judging gap is involved in
this method.
Semantic Differential Scale
? This is a seven point scale and the end points of the scale are
associated with bipolar labels.
1
Unpleasant
Submissive
2 3 4 5 6
7
Pleasant
Dominant
? When?Semantic?Differential?Scale?is?used?to?develop?an?image?profile,?
it?provides?a?good?basis?for?comparing?images?of?two?or?more?items.
? The?big?advantage?of?this?scale?is?its?simplicity,?while?producing?results?
compared?with?those?of?the?more?complex?scaling?methods.?
? The?method?is?easy?and?fast?to?administer,?but?it?is?also?sensitive?to?
small? differences? in? attitude,? highly? versatile,? reliable? and? generally?
valid.
? Mean?and? median?are? used? for? comparison.? This? scale? helps? to?
determine?overall?similarities?and?differences?among?objects.
Stapel?s Scale
? It was developed by Jan Stapel. This scale has some distinctive
features:-
? Each item has only one word/phrase indicating the dimension it
represents.
? Each item has ten response categories.
? Each item has an even number of categories.
? The response categories have numerical labels but no verbal labels.
? For example, in the following items, suppose for quality of ice cream,
we ask respondents to rank from +5 to -5.
? Select a plus number for words which best describe the ice cream
accurately.
? Select a minus number for words you think do not describe the ice
cream quality accurately.
? Thus, we can select any number from +5,for words we think are very
accurate, to -5,for words we think are very inaccurate.
? This scale is usually presented vertically.
? +5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
? This is a unipolar rating scale.
Multi-Dimensional Scaling (Perceptual Mapping)
? This is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
? These techniques help identify the product attributes that are
important to the customers and to measure their relative importance.
? This is used to describe similarity and preference of brands.
? This is also known as Perceptual Mapping
? There are two ways of collecting the input data to plot perceptual
mapping.
1. Non-attribute method
2. Attribute method
? Non-Attribute method
? Here, researcher asks the respondent to make a judgement about the objects
directly.
? In this method, the criteria for comparing the objects is decided by the
respondent himself
? Attribute method
? In this method, instead of respondents selecting the criteria, they were asked
to compare the objects based on the criteria specified by the researcher.
Inconvenient
Not
Courteous
Convenient
Courteous
A
B
Eg: to determine the perception of a consumer.
Assume there are two insurance Companies to be
evaluated
On two attributes namely
1. convenient locality 2. courteous personal service
High Price
Perceived as
synthetic
Low price
Sparsh
Perceptual mapping for baby care Brands
Himalaya
Dabur
Wipro
J & J
Thurston Scales
? These are also known as equal appearing interval scales.
? They are used to measure the attitude towards a given concept or
construct.
? For this purpose a large number of statements are collected that
relate to the concept or construct being measured.
? The judges rate these statements along an 11 category scale in which
each category expresses a different degree of favourableness towards
the concept.
.
Thurston Scales
? The statements are worded in such a way so that a person can agree
or disagree with them.
? The scale is then administered to assemble of respondents whose
scores are determined by computing the mean or median value of the
items agreed with.
? A person who disagrees with all the items has a score of zero. So, the
advantage of this scale is that it is an interval measurement scale. But
it is the time consuming method and labour intensive.
? They are commonly used in psychology and education research.
Eg: crime and violence in movie
1. All movies with crime and violence should be prohibited by law.
2. Watching crime and violence in movies is a waste of time.
3. Most movies with crime are bad and harmful.
4. The direction and theme in most crime movies are monotonous.
5. Watching a movie with crime and violence does not interfere with my routine life
6. I have no opinion one way or the other, about watching movies with crime and
violence
7. I like to watch crime and violence in movie
8. Most movies with crime and violence are interesting and absorbing.
9. Crime movies acts as knowledge bank gained by the audience.
10. People learn ?how to be safe and protect oneself? by seeing crime movie.
11. Watching crime in a movie does not harm our life
Thurston Scales
8 9 10 ? Favourable attitude towards crime & violence
1 3 4 -- Unfavourable attitude towards crime & violence
1 5 11 - not consistent about subject
FirstRanker.com - FirstRanker's Choice
This post was last modified on 18 February 2020