Marketing Research Ppt

Measurement and Scaling Techniques
Measurement: -
Assignment of numerals to objects or events according to rules
Measurement is done through Scales, Indices and Indicators
Index is a set of indicators
Indicators: -
Criteria for assigning individuals to certain categories
Provide basis for inferring something's
Help identifying concepts
Silence  Half consent
Smoke  Fire
Looking at Watch  Lecture is Boring

Constant Sum Scaling :
Respondents are required to allocate a constant sum of units such as points, Rupees, Chits, Strikers among a set of stimulus objects with respect to some criterion.
Q- Sort Scaling :
A Rank order procedure to sort objects based on similarity with respect to some criterion.
Continuous Rating Scales :
Also known as Graphic rating scales respondents rate the objects in which each stimulus object is scales independently of the other objects in the stimulus set.

RANKING SCALES
Paired Comparison Scale
“ For each pair of middle level luxury car listed, place a check beside the one your most prefer if you had to choose between two”
Fiat ------ Matiz
Zen ------ Santro
Matiz ------ Zen
Fiat ------ Santro
Matiz ------ Fiat
Zen ------ Santro

RANKING SCALES
Forced Ranking Scales
“ Rank the passenger car features in your order of performance. Place the no….
1- Next is the most preference.
2- Buy the second choices and so forth
Choice of colours
Fuel efficiency
Leg – space
Language

RANKING SCALES
Comparative Scale
“ Compared with your previous two wheelers performance. The new one is”
Superior 1 About the same 2 3 Inferior 4 5

Semantic differential scale for analyzing candidates and an industry leadership position
E sociable (7) (1) Unsociable
P weak (1) (7) Strong
A Active (7) (1) Passive
E Progressive (7) (1) Regressive
P Yielding (1) (7) Tenacious
A Slow (1) (7) Fast
E True (7) (1) False
P Heavy (7) (1) Light
A Hot (7) (1) Cold
E Unsuccessful (1) (7) Successful

7 6 5 4 3 2 1 Evaluation Potency Activity Soc Prog. True Succ. Str. Tena. Heavy Act. Fast Hot Slow Cold Passive Light Yielding Weak Unsuccessful False Regressive Un secured

BASIC SCALES
1. 7 – Point Verbal Balanced Scale
Extremely acceptable/ pleasant
Quite
Slightly
Neither
Slightly unacceptable/ unpleasant
Quite unacceptable
Extremely unacceptable

2. 11 – Point Numbered and Verbal Scale
100 90 80 70 60 50 40 30 20 10 0 ABSOLUTELY CERTAIN STRONG POSSIBILITY SLIGHT POSSIBILITY ABSOLUTELY NO CHANGE

3. 6 – Point Verbal Unbalanced
EXCELLENT VERY GOOD GOOD FAIR NOT SO GOOD POOR DON’T KNOW(D K) / CAN’T SAY

4. 10 – point numerical scale
1 2 3 4 5 6 7 8 9 10
5. 5- point verbal
Strongly Agree
Agree
Undecided
Disagree
Strongly Disagree
POOR EXCELLENT

6. 7 – Point Scale
Extremely
Quite
Slightly
Neither
Slightly
Quite
Extremely

MEASUREMENT
Assignments of numerals to objects or events according to ruler.
-: STEVENS
What do we measure?
Objects are not measured.
Characteristics of objects are not measured either.
It is the indicators of properties of the object that we measure.

Proposition about measurement-
Instruments appropriate to phenomenon being measured.
Measurement is seldom, if ever precise.
Precision vis – a – vis instrument.
Measurement are affected by instrument used and people using them.
Average of a no. of measures is likely to be a better indicator than any single measure.

LEVELS OF MEASUREMENT
NOMINAL
ORDINAL
INTERNAL
RATIO

Scaling Techniques Comparative Non- Comparative Scales Scales Paired Rank Constant Q- Sort Continuous Itemized Comparison Order Sum Rating Rating Scales Scales Likert Semantic Stapel Differential

Paired Comparison:
A comparative scaling technique In which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criteria. The data obtained are ordinate in nature.
Rank Order Scaling:
Respondents are presented with several objectives simultaneously and asked to rank them according to some criteria.

Rating Scale
1 . Simple category scale :
I plan to purchase HP laptop in next 12 months.
2. Multiple choice single balance :
What news paper do you read most often for finance news?
No Yes No Yes

Rating Scale
3. Multiple choice multiple response :
what are your sources of knowledge?
Other News Paper Radio T V Relative Friend

Rating Scale
4. Staple Scale :
-1 -1 -1 -2 -2 -2 -3 -3 -3 -4 -4 -4 -5 -5 -5 Reputation Exciting product Technology leader +1 +1 +1 +2 +2 +2 +3 +3 +3 +4 +4 +4 +5 +5 +5

Rating Scale
4. Likert scale : Summated Rating
“The internet is superior to traditional libraries for comprehensive searches”
S D A Disagree Undecided Agree Strongly

Rating Scale
Semantic differential scale
“Ebony department store”
Fast.………………………………………..slow
High…………………………………………low
Quality……………………...………….quantity

Rating Scale
Numerical scale
Employees’ compensation in term ---
Employees’ knowledge of task ---
Employees’ planning effectiveness ---
Unfavorable Favorable Extremely 1 2 3 4 5 Extremely

Rating Scale
Multiple rating scale
“ Please indicate how important each service characteristic is”
Fast reliable repair
Service at my location
Knowledge of technicians
Service contract after warranty
1 2 3 4 5 6 7 Unimportant Important

SCALING METHOD Scaling methods Ranking scales Rating scales Paired comparison Rank order numerical graphic Check list Rating scale : categorical Ranking scale : comparative RATING SCALER: We judge an object against some specified criteria (in absolute terms)

RATING SCALER
Like- Dislike
Above average- Ar. - Below average
Like very much- Like some what- Neutral-Dislike some what- Dislike very much
Very effective- Some what effective- Not at all effective
Very useful- Some what useful- Not at all useful
Very alert - Some what alert- Not alert- Not at all alert

ERRORS
Error of leniency
Error of central tendency
Error of Hallo effect

http://www.slideshare.net	131
http://hammaduddin.blogspot.com	25
http://hammaduddin.blogspot.in	16
http://translate.googleusercontent.com	2
http://www.hammaduddin.blogspot.com	2
http://webcache.googleusercontent.com	1
http://hammaduddin.blogspot.ca	1

Marketing Research Ppt

by Vivek Sharma on Feb 27, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 178

Statistics

Marketing Research Ppt — Presentation Transcript