2. PRESENTED BY
Md. Monir uz zaman
ID: 221020102041
Batch:59th
Program: BBA
Department of Business
Administration
Md. Nazrul Islam
Assistant Professor
Department of Business
Administration
PRESENTED TO
5. CLASSIFICATION OF SCALING TECHNIQUES
Comparative scales involve the direct
comparison of stimulus objects. Comparative
scale data must be interpreted in relative terms
and have only ordinal or rank order properties.
In non-comparative scales, each object is scaled
independently of the others in the stimulus set.
The resulting data are generally assumed to be
interval or ratio scaled.
6. COMPARATIVE SCALES
• Paired Comparison Scaling: Respondents are presented with
two objects and asked to select one according to some
criterion.
• Rank Order Scaling: A Rank Order scale gives the respondent
a set of items and asks them to put the items in some form of
order.
• Constant Sum Scaling: Respondents allocate a constant sum
of units, such as 100 points to attributes of a product to reflect
their importance.
7. NON-COMPARATIVE SCALES
The Likert Scale: Respondents indicate their own attitudes by
checking how strongly they agree/disagree with statements.
Extremely popular means for measuring attitudes.
Semantic Differential Scales: A series of numbered (usually
seven-point) bipolar rating scales. Bipolar adjectives (for example,
“good” and “bad”), anchor both ends (or poles) of the scale.
8. NON-COMPARATIVE SCALES
Stapel scale: Modern versions of the Stapel scale place a single
adjective as a substitute for the semantic differential when it is
difficult to create pairs of bipolar adjectives. The advantage and
disadvantages of a Stapel scale, as well as the results, are very
similar to those for a semantic differential.
