scaling

1. ATTITUDINAL
MEASUREMENT

2. • Attitude is one of the most pervasive notions in
all of the marketing.
• Plays a pivotal role in the major models
describing consumer behavior, as well as in
many, if not most investigations of consumer
behavior that do not rely on a formal integrated
model
• Many Marketers Believe That Attitudes DirectlyDirectly
AffectAffect Purchase Decisions And Their PurchasePurchase
And Use ExperiencesAnd Use Experiences, In Turn, Directly Affect
Their Subsequent Attitudes Toward The Product
Or Service

3. What is an attitude?What is an attitude?
• It is defined as a predisposition to respond to an
idea or object.
• Attitudes Are State-of-mind ConstructsConstructs That
Are Not Directly Observable.
• The True Structure Of An Attitude Lies In The
MindMind Of Individual Holding That Attitude
• In Marketing It Refers To The Consumer’s
Predisposition To Respond To A Product , Idea
and/or Service. If Predisposition Is Favorable,Favorable, It
Is Assumed That The Consumer Is Likely To
PurchasePurchase The Product Or Service.

4. Elements Of AttitudesElements Of Attitudes
• Attitudes Are Composed Of
• BeliefsBeliefs About The Object Of Concern, Such As
Its Strength Or Economy.
• Emotional FeelingsEmotional Feelings About The Object Such As
Like And Dislikes.
• AndAnd ReadinessReadiness Of The Individual To Respond
Behaviorally To The Object That Is To Buy It
• There Is Tendency In Marketing To Bring These
Three Elements Into What Is Called ImageImage

5. • Although Attitude Is One Of The Most
Widely Used Ideas In Social Psychology,
It Is Also One Of The Most InconsistentlyIt Is Also One Of The Most Inconsistently
Used Concepts .Used Concepts .
• Though There Are Lot Of Interpretations
Of The Concept, There Is A BroadBroad
Agreement Among The AcademiciansAcademicians
And PractitionersPractitioners On The Following:Following:
1.Attitude Represents A Predisposition To
Respond To An Object, Not Actual
Behavior Toward The Object. Attitude
Thus Possess The Quality Of ReadinessReadiness

6. 2. Attitude Is Persistent Over A Period Of Time It
Can Change, To Be Sure, But Alteration Of An
Attitude That Is Strongly Held Requires
Substantial Pressure.
3. Attitude Is Latent Variable That Produces
Consistency In Behavior, Either Verbal Or
Physical
4. Attitude Has A Directional Quality It Connotes A
Preference Regarding The Outcomes Involving
– The Object
– Evaluations Of The Object
– Or Positive/Negative/Neutral Feelings For The
Object

7. • Attitudinal studies are useful in Market
segmentation, Advertisement effectiveness,
Brand positioning or Repositioning
• Attitudes are often complexcomplex and are not fullyfully
understood though attitudes can be changed,
but they tend to be persistent.tend to be persistent.
• Strongly held attitudes can be changed only with
great pressurepressure
• Attitude measurement tends to focus on
measurementmeasurement of beliefs about a product’s
(service’s) qualities and emotional feelingsemotional feelings
about those qualities.

8. The concept of measurement and scalingThe concept of measurement and scaling
• Measurement can be defined as a
standardized process of assigning
numbers or other symbols to certain
characteristics of the objects of
interest.
• Researchers use the measurement
process by assigning either numbers
or labels.

9. MEASUREMENT PROCESSMEASUREMENT PROCESS
• Construct Development
– The goal of construct development is: to precisely
identify and whatwhat is to be measuredmeasured, including any
dimensionality traits
• Scale measurement
– The goal of scale measurement is to determine
how to precisely measure each construct
• To understand construct development and scale
development we must understand the term Object It
refers to any tangible item in a person’s environment
that can be clearly and easily identified through the
senses.

10. Object has two properties:
• Objective properties: researchers do not measure the objects
per se but rather the elements that makes up the object.
Objective properties are used to identify and distinguish an
object from another.
• These properties represent attributes that make up an object of
interest and are directly observable, Physically verifiable, and
measurable in nature i.e. Age, Colour of eyes, the actual
number of purchases made of a particular product or the
tangible features of the object.
• Subjective properties: Subjective properties are abstract,
intangible characteristics that can not be directly observed or
measured such as attitudes, feelings, perceptions, expectations,
or expressions of future actions (i.e. Purchase intentions)

11. SCALE MEASUREMENT
• Scaling is the process of creating a continuum
on which objects are located according to the
amount of the measured characteristic they
possess.
• Scale development is designing questions to
measure the subjective properties of an object

12. CHARACTERISTICS OF SCALES
• Description
– Description refers to use of a unique descriptor, or
label, to stand for each designation in the scale. Any
descriptor can be used for response for instance,
“yes” or “no”, “agree” or “disagree” and the number of
years of a respondent’s age are descriptors of a
simple scale
• Order
• Distance
• Origin

13. NOMINAL SCALE
• Nominal scales are defined as those that use only label;
that is, they possess only the characteristic of description
• The response does not include any level of intensity
• Examples: Designations as to race, religion, Type of
dwelling, Gender, Brand last purchased, Answers that
involve yes-no, agree-disagree, or any other instance in
which descriptors can not be differentiated except
qualitatively .
• If one describes respondents in a survey according to
their occupation: Banker, doctor, computer programmer,
One has used a nominal scale.

14. Nominal- scaled questions
Check all the brands you would
consider purchasing
I. Sony
II. Videocon
III. Samsung
IV. LG

15. Ordinal scale
• An ordinal scale is obtained by ranking
objects or arranging them in order with
regard to some common variable.

16. Ordinal- scaled questionsOrdinal- scaled questions
Please rank each brand in terms of your preference
Please place “1” by your first choice, a “2” by your
second choice, and so on
I. Sony
II. Videocon
III. Samsung
IV. LG
V. BPL
VI. Phillips

17. Interval scaleInterval scale
• Interval scales are those in which the
distance between each descriptor is known.
• It demonstrates absolute differences
between each scale point. The distance is
normally defined as one scale unit For
example, a coffee brand rated “3” in taste is
one unit away from one rated “4”
• In an interval scale the numbers used to
rank the objects also represent equal
increments of the attribute being measured

18. Ratio scaleRatio scale
• Ratio scales are the ones in which true zero origin exists
Such as actual number of purchases in a certain time
period, rupees spent, miles traveled etc.
• This characteristic allow us to construct ratios when
comparing the results of measurement.
• A ratio scale tends to be most sophisticated scale in the
sense that it allows the researcher not only to identify the
absolute differences between each scale point but also
to make absolute comparisons between the responses.
• In collecting data about how many cars are driven by
households in Delhi, a researcher knows that difference
between driving one car and driving three cars is always
going to two

19. Ratio-scaled questions
• Please indicate your age ---Years
• Approximately how many times in the last month have you
purchased any thing over Rs.1000 in value at nanz store? 0
1 2 3 4 5 more (specify_ )
• How much do you think a typical purchaser of a rs. 5 lakh term life
insurance policy pays per month that policy? Rs -----
• What is the probability that you will use a lawyer’s services when
you are ready to make a will? ______Percent
• Typically the issues like quantity sold number
of consumers probability of purchase etc. Form
ratio scale measurement

20. Nominal, Ordinal, Interval, and Ratio Scales Provide Different InformationNominal, Ordinal, Interval, and Ratio Scales Provide Different Information

21. Facts About the Four Levels of ScalesFacts About the Four Levels of Scales

22. Facts About the Four Levels of Scales (cont’d)Facts About the Four Levels of Scales (cont’d)

23. EXAMPLE OF FOUR BASIC TYPES OFEXAMPLE OF FOUR BASIC TYPES OF
QUESTION PHRASINGSQUESTION PHRASINGS::
INFORMATION REQUIREMENTINFORMATION REQUIREMENT:
TO DETERMINE HOW OFTEN
CUSTOMERS USE THEIR PRIMARY
AUTOMOBILE SERVICE PROVIDER’S
FACILITIES / SERVICES

24. NOMINAL QUESTION
PHRASING:
WHEN YOUR VEHICLE REQUIRES
MAINTENANCE SERVICE OR YOU HAVE
PROBLEMS
DO YOU USUALLYDO YOU USUALLY
TAKE THE VEHICLE TO YOUR PRIMARY
AUTOMOBILE SERVICE PROVIDER?
THE LOGICAL RESPONSETHE LOGICAL RESPONSE TO THIS
QUESTION WOULD BE A
YES OR NOYES OR NO

25. ORDINAL QUESTION
PHRASING:
WHEN YOUR VEHICLE REQUIRES
MAINTENANCE SERVICE OR YOU
HAVE PROBLEMS,
HOW OFTENHOW OFTEN DO YOU TAKE IT TO
YOUR PRIMARY AUTOMOBILE
SERVICE PROVIDER? (CHECK ONLY
ONE RESPONSE)

26. THE LOGICAL RESPONSES MIGHT BE:
• __NEVER
• __SELDOM
• __OCCASIONALLY
• __USUALLY
• __EVERY TIME

27. INTERVAL QUESTION
PHRASING:
SINCE PURCHASING YOUR VEHICLE,
APPROXIMATELY
HOW OFTENHOW OFTEN
HAVE YOU USED THE SERVICES AT
YOUR PRIMARY AUTOMOBILE
SERVICE PROVIDER? (CHECK THE(CHECK THE
ONE APPROPRIATE RESPONSE)ONE APPROPRIATE RESPONSE)

28. • LESS THAN 3 TIMES
• 4 TO 8 TIMES
• 9 TO 12 TIMES
• 13 TO 16 TIMES
• OVER 16 TIMES

29. RATIO QUESTION PHRASING:
IN THE PAST 12 MONTHS
HOW MANY TIMESHOW MANY TIMES
DID YOU TAKE YOUR VEHICLE FOR
SERVICE OR REPAIRS TO YOUR
PRIMARY AUTOMOBILE SERVICE
PROVIDER?
___NO. OF TIMES

30. ASSESSING A RESPONDENT’S LIKING OFASSESSING A RESPONDENT’S LIKING OF
SOFTDRINKS WITH NOMINAL ORDINAL, INTERVALSOFTDRINKS WITH NOMINAL ORDINAL, INTERVAL
AND RATIO SCALESAND RATIO SCALES
NOMINAL SCALENOMINAL SCALE
WHICH OF THE FOLLOWING SOFT DRINKS ON THE
FOLLOWING LIST DO YOU LIKE? CHECK ALL THAT APPLY
 COKE
 THUMS UP
 MOUNTAIN DEW
 PEPSI
 SEVEN UP
 SPRTIE

31. ORDINAL SCALEORDINAL SCALE
PLEASE RANK THE SOFT DRINKS ON THE FOLLOWING LIST
ACCORDING TO YOUR DEGREE OF LIKING FOR EACH,
ASSIGNINIG MOST PREFERRED DRINK RANK=1 AND YOUR
LEAST PREFERRED DRINK RANK=6
 COKE
 THUMS UP
 MOUNTAIN DEW
 PEPSI
 SEVEN UP
 SPRTIE

32. INTERVAL SCALEINTERVAL SCALE
PLEASE INDICATE YOUR DEGREE OF LIKING OF EACH OF
THE SOFTDRINKS ON THE FOLLOWING LIST BY CHECKING
THE APPROPRIATE POSITION ON THE SCALE
DISLIKE DISLIKE LIKE LIKE A LOT
A LOT
COKE
THUMS UP
MOUNTAIN DEW
PEPSI
SEVEN UP
SPRTIE

33. RATIO SCALERATIO SCALE
PLEASE DIVIDE 100 POINTS AMONG EACH OF THE
FOLLOWING SOFT DRINKS ACCORDING TO YOUR DEGREE
OF LIKING FOR EACH
 COKE
 THUMS UP
 MOUNTAIN DEW
 PEPSI
 SEVEN UP
 SPRTIE

34. RELATIONSHIP BETWEEN SCALES AND SCALING PROPERTIES
SCALING PROPERTIESSCALING PROPERTIES
SCALE DESCRIPTION ORDER DISTANCE ORIGINSCALE DESCRIPTION ORDER DISTANCE ORIGIN
NOMINAL YES NO NO NONOMINAL YES NO NO NO
ORDINAL YES YES NO NOORDINAL YES YES NO NO
INTERVAL YES YES YES NOINTERVAL YES YES YES NO
RATIO YES YES YES YESRATIO YES YES YES YES

35. SCALE AND TYPE OF STATISTICALSCALE AND TYPE OF STATISTICAL
TECHNIQUESTECHNIQUES
SCALE BASICBASIC
CHARACTERISTICSCHARACTERISTICS
MARKETING
EXAMPLES
PERMISSIBLE STATISTICS
DESCRIPTIVE INFERENTIAL
NOMINAL NUMBERS
IDENTIFY AND
CLASSIFY
OBJECTS
BRAND
NUMBERS,
STORE TYPES
PERCENTAGES Chi-SQUARE
MODE BINOMIAL TEST

36. ORDINAL NUMBERS
INDICATE THE
RELATIVE
POSITIONS OF
THE OBJECTS
BUT NOT THE
MAGNITUDE OF
DIFFERENCES
BETWEEN THEM
PREFERENCE
RANKINGS,
MARKET
POSITION,
SOCIAL
CLASS
PREFERENCE
FOR BRANDS
DESCRIPTIVE INFERENTIAL
PERCENTILE, RANK ORDER
CORRELATION
FRIEDMAN
ANOVA
MEDIAN

37. INTERVAL DIFFERENCE
BETWEEN THE
OBJECTS CAN
BE COMPARED;
ZERO POINT IS
ARBITRARY
ATTITUDES, OPTIONS,
INDEX NUMBERS
ATTITUDES TOWARDS
BRANDS
GRADE POINT
AVERAGE
DESCRIPTIVE INFERENTIAL
RANGE PRODUCT
MOMENT-
CORRELATIONS
MEAN t TESTS
STANDARD
DEVIATIONS ANOVA
REGRESSION
ANALYSIS
FACTOR ANALYSIS

38. RATIO ZERO POINT IS FIXED;
RATIOS OF SCALE VALUES
CAN BE COMPUTED
AGE,
INCOME,
COSTS,
SALES,
MARKET
SHARES
NO. OF
PURCHASES
PROBABILITY
OF PURCHASE
DESCRIPTIVE INFERENTIAL
GEOMETRIC
MEAN COEFFICIENT
OF VARIATION
HARMONIC MEAN

39. THE SCALING TECHNIQUESTHE SCALING TECHNIQUES
• THE COMPARATIVE SCALES
• THE NON – COMPARATIVE SCALES

40. THE COMPARATIVE SCALESTHE COMPARATIVE SCALES
COMPARATIVE SCALES INVOLVE THE
DIRECT COMPARISON OF STIMULUSSTIMULUS
OBJECT

41. IT IS A SCALE FORMAT THAT
REQUIRES A
JUDGMENTJUDGMENT
COMPARING ONE OBJECT, PERSON,COMPARING ONE OBJECT, PERSON,
OR CONCEPT AGAINST ANOTHER ONOR CONCEPT AGAINST ANOTHER ON
THE SCALETHE SCALE

42. FOR EXAMPLE, THE RESPONDENTS
MIGHT BE ASKED
WHETHER THEY PREFER COKECOKE OR
PEPSIPEPSI

43. COMPARATIVE SCALE DATA MUST BE
INTERPRETED IN
RELATIVE TERMSRELATIVE TERMS
AND HAVE ONLY
ORDINALORDINAL OR RANK ORDERRANK ORDER
PROPERTIES

44. FOR THIS REASON, COMPARATIVE
SCALING IS REFERRED TO
AS
NON-METRIC SCALINGNON-METRIC SCALING

45. NON COMPARATIVE SCALESNON COMPARATIVE SCALES
NON-COMPARATIVE SCALES REFER
TO A SCALE FORMAT THAT
REQUIRES A
JUDGMENTJUDGMENT
WITHOUTWITHOUT REFERENCE TO
ANOTHERANOTHER
OBJECT, PERSON, OR CONCEPT

46. THESE SCALES ARE ALSO
REFERRED TO
AS MONADICMONADIC
OR METRICMETRIC SCALES

47. THE RESULTING DATA ARE
GENERALLY
ASSUMED
TO BE INTERVALINTERVAL OR RATIORATIO SCALED

48. FOR EXAMPLE, RESPONDENTS MAY
BE ASKED TO EVALUATE COKE ON A
1 TO 6 PREFERENCE SCALE (1= NOT
AT ALL PREFERRED; 6 = GREATLY
PREFERRED)

49. TYPES OF COMPARATIVE SCALESTYPES OF COMPARATIVE SCALES
• PAIRED COMPARISON
• RANK ORDER
• CONSTANT SUM
• Q-SORT AND OTHER PROCEDURES

50. TYPES OF NON- COMPARATIVETYPES OF NON- COMPARATIVE
SCALESSCALES
• CONTINUOUS RATING SCALES
• ITEMIZED RATING SCALES
I. LIKERT SCALE
II. SEMANTIC DIFFERENTIAL SCALE
III. STAPEL SCALE
IV. THURSTONE SCALE

51. COMPARATIVE SCALESCOMPARATIVE SCALES
PAIRED COMPARISON RATINGPAIRED COMPARISON RATING
SCALE:SCALE:
THIS FORMAT CREATES
• A PRE-SELECTED GROUP OF
TRAITS
• PRODUCT CHARACTERISTICS
• OR FEATURES
THAT ARE PAIRED AGAINST ONETHAT ARE PAIRED AGAINST ONE
ANOTHER INTO TWO GROUPSANOTHER INTO TWO GROUPS

52. RESPONDENTS ARE ASKED TO
SELECT WHICH IN EACH PAIR IS
MORE IMPORTANTIMPORTANT TO THEM

53. A RESPONDENT IS PRESENTED WITH
TWO OBJECTSTWO OBJECTS AND ASKED TO
SELECT ONE ACCORDING TO SOME
CRITERION
THE DATA OBTAINED ARE ORDINALORDINAL
IN NATURE

54. PAIRED COMPARISON SCALES ARE
FREQUENTLY USED WHEN STIMULUS
OBJECTS ARE
PHYSICAL PRODUCTSPHYSICAL PRODUCTS

55. EXAMPLE:
WE GOING TO PRESENT YOU WITHWE GOING TO PRESENT YOU WITH
SEVERAL PAIRS OF TRAITSSEVERAL PAIRS OF TRAITS
ASSOCIATED WITH AASSOCIATED WITH A
SALESPERSON’S ON-THE-JOBSALESPERSON’S ON-THE-JOB
ACTIVITIESACTIVITIES
FOR EACH PAIR, PLEASE
INDICATEINDICATE WHICH TRAITTRAIT YOU FEEL IS MORE
IMPORTANTIMPORTANT FOR BEING A SALES PERSON

56. a. TRUST b. COMPETENCE
a. TRUST b. COMMUNICATION SKILLS
a. TRUST b. PERSONAL SOCIAL SKILLS
a. COMPETENCE b. COMMUNICATION SKILLS
a. COMPETENCE b. PERSONAL SOCIAL SKILLS
a. COMMUNICATION SKILLS b. PERSONAL SOCIAL SKILLS

57. CONSTANTCONSTANT SUMSUM SCALESCALE:
THIS SCALE PROVIDES A BETTERA BETTER
PERSPECTIVE OF DISTANCEDISTANCE
BETWEEN THE POINTS ON A
CONTINUUM

58. WITH THIS TYPE OF SCALE, THEWITH THIS TYPE OF SCALE, THE
RESPONDENT IS ASKED TORESPONDENT IS ASKED TO
DIVIDEDIVIDE OR ALLOCATEALLOCATE
A NUMBER OF POINTS,A NUMBER OF POINTS,
PERCENTAGES,PERCENTAGES,
OR RUPEESOR RUPEES,,
USUALLY A TOTAL SUM OF 100,100,
TO INDICATEINDICATE THE RELATIVE IMPORTANCE
OF THE ATTITUDE BEING STUDIED

59. THE AMOUNTS THAT ARE ALLOCATED TO EACHTHE AMOUNTS THAT ARE ALLOCATED TO EACH
ALTERNATIVE INDICATES THEALTERNATIVE INDICATES THE
RANKSRANKS
ASSIGNED TO THEM BY THE RESPONDENTS,
BUT IT ALSO INDICATES THE AMOUNT OF
DIFFERENCEDIFFERENCE
THE RESPONDENTS SET BETWEEN EACHEACH
ALTERNATIVE

60. IMPORTANCE OF BATHING SOAP ATTRIBUTES USINGIMPORTANCE OF BATHING SOAP ATTRIBUTES USING
A CONSTANT SUM SCALEA CONSTANT SUM SCALE
INSTRUCTIONSINSTRUCTIONS
BELOW ARE THE EIGHT ATTRIBUTES OF BATHING SOAPS
PLEASE ALLOCATE 100 POINTS AMONG THE ATTRIBUTESPLEASE ALLOCATE 100 POINTS AMONG THE ATTRIBUTES
SO THAT YOUR ALLOCATION REFLECTS THE RELATIVESO THAT YOUR ALLOCATION REFLECTS THE RELATIVE
IMPORTANCE YOU ATTACH TO EACH ATTRIBUTEIMPORTANCE YOU ATTACH TO EACH ATTRIBUTE
THE MORE POINTS AN ATTRIBUTES RECEIVES, THE MORETHE MORE POINTS AN ATTRIBUTES RECEIVES, THE MORE
IMPORTANT IT ISIMPORTANT IT IS
IF AN ATTRIBUTE IS NOT AT ALL IMPORTANT, ASSIGN ITIF AN ATTRIBUTE IS NOT AT ALL IMPORTANT, ASSIGN IT
ZERO POINTSZERO POINTS
IF AN ATTRIBUTE IS TWICE AS IMPORTANT AS SOME OTHERIF AN ATTRIBUTE IS TWICE AS IMPORTANT AS SOME OTHER
ATTRIBUTE, IT SHALL RECEIVE TWICE AS MANY POINTSATTRIBUTE, IT SHALL RECEIVE TWICE AS MANY POINTS

61. AVERAGE RESPONSES OF THREE SEGMENTS
• ATTRIBUTE SEGMENT I SEGMENT II SEGMENT III
• MILDNESS 8 2 4
• LATHER 2 4 17
• SHRINKAGE 3 9 7
• PRICE 53 17 9
• FRAGRANCE 9 0 19
• PACKAGING 7 5 9
• MOISTURIZING 5 3 20
• CLEANING POWDER 13 60 15
• SUM 100 100 100

62. EXAMPLE:
IF YOU HAD Rs. 1000 TO ALLOCATE TO THE FOLLOWING
CHARITABLE ORGANIZATIONS,
HOW WOULD YOU ALLOCATE YOUR MONEY? YOU MAY
GIVE ALL YOUR RUPEES TO ANY ONE ORGANIZATION, BUT
YOUR TOTAL MUST ADD UP TO Rs. 1000
INDIAN RED CROSS ____________
INDIAN CANCER FOUNDATION____________
INDIAN SPASTIC SOCIETY ____________
CRY ____________
HEART CARE FOUNDATION ____________
OLD AGE HOME ____________

63. RANK ORDER SCALE:
IN THIS SCALE OF MEASUREMENT
THE RESEARCHER
USES RANKING QUESTIONSUSES RANKING QUESTIONS
AS THESE ARE CONSTRUED TO BE A FORM OFAS THESE ARE CONSTRUED TO BE A FORM OF
OPINION QUESTIONS IN WHICH RESPONDENT ISOPINION QUESTIONS IN WHICH RESPONDENT IS
ASKED TO RANKASKED TO RANK
COMPARATIVELYCOMPARATIVELY
THE ITEMS LISTEDTHE ITEMS LISTED

64. THESE ALLOW THE RESPONDENTS
TO
COMPARE THEIR OWN RESPONSESCOMPARE THEIR OWN RESPONSES
BY
INDICATING THEIR FIRST CHOICE, SECOND,INDICATING THEIR FIRST CHOICE, SECOND,
THIRD AND FOURTH PREFERENCES ANDTHIRD AND FOURTH PREFERENCES AND
SO FORTH,SO FORTH,
UNTIL ALL THE RESPONSES ARE PLACED INUNTIL ALL THE RESPONSES ARE PLACED IN
A RANK ORDERA RANK ORDER

65. RANK ORDER SCALING IS
COMMONLY USED TO MEASURE
PREFERENCES FOR BRANDS AS
WELL AS ATTRIBUTES

66. RANK ORDER DATA ARE
FREQUENTLY OBTAINED FROM
RESPONDENTS IN CONJOINTCONJOINT
ANALYSISANALYSIS BECAUSE RANK – ORDER
SCALING FORCES THE RESPONDENT
TO DISCRIMINATE AMONG THE
STIMULUS OBJECTS

67. EXAMPLE:
QUESTIONNAIRE SEEKING DATA FOR A STAFF EXECUTIVE JOB
DESCRIPTION
IN YOUR JOB YOU MAY PERFORM ANY OF THE SEVEN
ROLES LISTED HERE. CONSIDER HOW MUCH TIME YOU
SPEND IN EACH ROLE. THEN RANK THE ROLES FROM 1 TO 7
IN TIME SPENT ON EACH. WRITE A '1' AFTER THAT GIVEN
THE MOST TIME-- AND A '7' AFTER THE LEAST TIME.
COORDINATOR _______________________COORDINATOR _______________________
ENTREPRENEUR ________________________ENTREPRENEUR ________________________
EXPEDITER _______________________EXPEDITER _______________________
EXPERT _______________________EXPERT _______________________
FORECASTER _______________________FORECASTER _______________________
INNOVATOR _______________________INNOVATOR _______________________
INTEGRATORINTEGRATOR

68. EXAMPLE:EXAMPLE:
INSTRUCTIONS:INSTRUCTIONS:
 RANK THE VARIOUS BRANDS OF TOOTHPASTES IN ORDER OFRANK THE VARIOUS BRANDS OF TOOTHPASTES IN ORDER OF
PREFERENCEPREFERENCE
 BEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOSTBEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOST
ASSIGN IT A NUMBER 1ASSIGN IT A NUMBER 1
 THEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGNTHEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGN
IT A NUMBER 2IT A NUMBER 2
 CONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALLCONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALL
BRANDS OF TOOTHPASTE IN ORDER OF PREFERENCEBRANDS OF TOOTHPASTE IN ORDER OF PREFERENCE
 THE LEAST PREFERRED BRAND SHOULD BE ASSIGNED A RANKTHE LEAST PREFERRED BRAND SHOULD BE ASSIGNED A RANK
OF 10OF 10

69.  NO TWO BRANDS SHOULD RECEIVENO TWO BRANDS SHOULD RECEIVE
THE SAME RANKTHE SAME RANK
 THE CRITERION OF PREFERENCE ISTHE CRITERION OF PREFERENCE IS
ENTIRELY UP TO YOU. THERE IS NOENTIRELY UP TO YOU. THERE IS NO
RIGHT OR WRONG ANSWER. JUSTRIGHT OR WRONG ANSWER. JUST
TRY TO BE CONSISTENTTRY TO BE CONSISTENT

70. BRAND RANK ORDERBRAND RANK ORDER
COLGATE ________
CREST ________
AIM ________
CLOSE-UP ________
PEPSODENT ________
ULTRA BRITE ________
PLUS WHITE ________
STRIPE ________
GLEEM ________
MACLEANS ________

71. NON-COMPARATIVE SCALING
TECHNIQUES
ONE OF THE TWO TYPES OF SCALING
TECHNIQUES IN WHICH EACH
STIMULUS OBJECT IS SCALED
INDEPENDENTLY OF THE OTHER
OBJECT IN THE STIMULUS SET

72. THESE CONSIST OF
• CONTINUOUS RATING SCALES
• ITEMIZED RATING SCALES

73. CONTINUOUS RATING SCALE:CONTINUOUS RATING SCALE:
A SCALE MEASURE THAT USES A
SCALE POINT FORMAT THAT
PRESENTS THE RESPONDENT WITH
SOME TYPE OF
GRAPHIC CONTINUUMGRAPHIC CONTINUUM
AS THE SET OF POSSIBLE
RESPONSES TO A GIVEN QUESTION

74. IT IS ALSO REFERRED TO AS
GRAPHIC RATING SCALES

75. RESPONDENTS RATERATE THE OBJECTS
BY PLACINGPLACING A MARK AT THE
APPROPRIATE POSITIONPOSITION ON A LINE
THAT RUNS FROM ONE EXTREME OF
THE CRITERION VARIABLE TO THE
OTHER

76. THE RESPONDENTS ARE NOT
RESTRICTED TO SELECTING FROM
MARKS PREVIOUSLY SET BY THE
RESEARCHER

77. THE FORM OF THE CONTINUOUS SCALE
MAY VARY CONSIDERABLY:
• THE LINES MAY BE VERTICAL ORTHE LINES MAY BE VERTICAL OR
HORIZONTALHORIZONTAL
• SCALE POINTS IN THE FORM OF NUMBERSSCALE POINTS IN THE FORM OF NUMBERS
OR BRIEF DESCRIPTIONS MAY BEOR BRIEF DESCRIPTIONS MAY BE
PROVIDEDPROVIDED
• AND IF PROVIDED, SCALE POINTS MAY BEAND IF PROVIDED, SCALE POINTS MAY BE
FEW OR MANYFEW OR MANY

78. ONCE THE RESPONDENT HAS
PROVIDED THE RATINGS, THE
RESEARCHER DIVIDES THE LINE INTO
AS MANY CATEGORIESCATEGORIES AS DESIRED
AND ASSIGNS SCORESSCORES BASED ON
CATEGORIES INTO WHICH THE
RATINGS FALL

79. THESE SCORES ARE TREATED AS
INTERVALINTERVAL DATA

80. EXAMPLE:
HOW WOULD YOU RATE RELIANCE
RETAIL AS A DEPARTMENT STORE?
VERSION 1VERSION 1
PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST

81. VERSION 2VERSION 2
PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST
0 10 20 30 40 50 60 70 80 90 100

82. VERSION 3VERSION 3
VERY BAD NEITHER VERY GOOD
GOOD NOR
BAD
PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST
0 10 20 30 40 50 60 70 80 90 100

83. ITEMIZED RATING SCALE:ITEMIZED RATING SCALE:
THE ITEMIZED RATING SCALE IS,
PERHAPS, THE MOST FREQUENTLY
USED IN MARKETING RESEARCH
BECAUSE OF ITS
SIMPLICITYSIMPLICITY AND
ADAPTABILITYADAPTABILITY
TO MOST MEASUREMENT SITUATIONS

84. THIS FORM OF RATING SCALE
REQUIRES A RESPONDENT
TO INDICATE HIS OR HER ATTITUDETO INDICATE HIS OR HER ATTITUDE
BY SELECTING A POSITION ON ABY SELECTING A POSITION ON A
CONTINUUMCONTINUUM
THAT REFLECTS A RANGE OF
POSSIBLE VIEWSPOSSIBLE VIEWS
REGARDING AN OBJECT

85. THE VARIOUS POSITIONS ON THE
CONTINUUM ARE SET UP IN A
SEQUENTIAL ORDER
IN TERMS
OF THE SCALE POSITIONS
(IN OTHER WORDS, REPRESENTING(IN OTHER WORDS, REPRESENTING
THE DEGREE OF ATTITUDE HELD)THE DEGREE OF ATTITUDE HELD)

86. THE SCALE POSITIONS ARE CLEARLY
MARKED WITH A
DESCRIPTIVE STATEMENTDESCRIPTIVE STATEMENT
OF SOME KIND

87. TYPES OF ITEMIZED SCALES:TYPES OF ITEMIZED SCALES:
• SEMANTIC DIFFERENTIAL SCALE
• LIKERT SCALE
• STAPEL SCALE
• THURSTONE SCALE

88. SEMANTIC DIFFERENTIALSEMANTIC DIFFERENTIAL
SCALE:SCALE:
A UNIQUE BIPOLAR ORDINAL SCALE
FORMAT THAT CAPTURES A
PERSON’S ATTITUDES OR FEELINGS
ABOUT A GIVEN OBJECT

89. THIS TYPE OF SCALE IS UNIQUE IN
ITS USE OF BIPOLARBIPOLAR ADJECTIVES
AND ADVERBS (GOOD/BAD,
LIKE/DISLIKE,
COMPETITIVE/NONCOMPETITIVE,
HELPFUL/UNHELPFUL, ETC.)

90. IN SEMANTIC DIFFERENTIAL SCALE,
THE RESPONDENTS ARE ASKED TO
EXPRESS THEIR
FEELINGSFEELINGS
ABOUT WHATEVER BEING EVALUATED BY
RECORDING THEIR RESPONSES ON A SCALE OF
ADJECTIVESADJECTIVES
(SUCH AS STRONG -- MILD),
WHICH ARE PAIRED POLAR OPPOSITES

91. THE SEVEN SCALE POSITIONS ARE INTENDED TOTHE SEVEN SCALE POSITIONS ARE INTENDED TO
SIGNIFY:SIGNIFY:
1. EXTREMELY X
2. QUITE X
3. SLIGHTLY X
4. NEITHER X NOR Y; EQUALLY X AND EQUALLY Y
5. SLIGHTLY Y
6. QUITE Y
7. EXTREMELY Y

92. THIS SCALE TYPE IS BEST FOR
IDENTIFYING A
““PERCEPTUAL IMAGE PROFILE”PERCEPTUAL IMAGE PROFILE”
ABOUT THE OBJECT OR BEHAVIOR
OF CONCERN

93. INDIVIDUAL ITEMS ON A SEMANTIC
DIFFERENTIAL SCALE MAY BE
SCORED ON EITHER
• A +3 TO - 3
• OR A 1 TO 7 SCALE

94. THE RESULTING DATA ARE
COMMONLY ANALYZED THROUGH
PROFILE ANALYSIS

95. MEANSMEANS OR MEDIANMEDIAN VALUES ON EACH
RATING SCALE ARE CALCULATED
AND COMPAREDCOMPARED BY PLOTTING
STATISTICAL ANALYSIS

96. THIS HELPS DETERMINE OVERALL
DIFFERENCES AND SIMILARITIES
AMONG THE OBJECTS

97. TO ASSESS THE DIFFERENCESTO ASSESS THE DIFFERENCES
ACROSS THE SEGMENTS, THEACROSS THE SEGMENTS, THE
RESEARCHER CAN COMPARE MEANRESEARCHER CAN COMPARE MEAN
RESPONSES OF DIFFERENTRESPONSES OF DIFFERENT
SEGMENTSSEGMENTS

98. IN CASES WHERE THE RESEARCHER
REQUIRES AN OVERALL
COMPARISON OF OBJECTS, SUCH AS
TO DETERMINE STORE
PREFERENCES, THE INDIVIDUAL
ITEMS ARE SUMMEDSUMMED TO ARRIVE AT
TOTAL SCORE

99. IT IS WIDELY USED IN COMPARINGCOMPARING
• BRANDSBRANDS
• PRODUCTSPRODUCTS
• COMPANY IMAGESCOMPANY IMAGES
• DEVELOP ADVERTISING ANDDEVELOP ADVERTISING AND
PROMOTIONAL STRATEGIESPROMOTIONAL STRATEGIES
• NEW – PRODUCT DEVELOPMENTNEW – PRODUCT DEVELOPMENT
STUDIESSTUDIES

100. EXAMPLE:
THIS PART OF THE STUDY MEASURES
WHAT CERTAIN DEPARTMENTWHAT CERTAIN DEPARTMENT
STORES MEAN TO YOUSTORES MEAN TO YOU
BY HAVING YOU JUDGE THEM ON A SERIESBY HAVING YOU JUDGE THEM ON A SERIES
OF DESCRIPTIVE SCALES BOUNDED ATOF DESCRIPTIVE SCALES BOUNDED AT
EACH END BY ONE OF TWOEACH END BY ONE OF TWO BIPOLARBIPOLAR
ADJECTIVESADJECTIVES