business research methods scaling techniques

1. Prepared by
SATYAM ANAND

2. WHAT IS COMPRATIVE SCALING
TECHNIQUES?
 A comparative scale is an ordinal or rank
order scale that can also be referred to as a
nonmetric scale.
 Respondents evaluate two or more objects at
one time and objects are directly compared
with one another as part of the measuring
process.
 For example you could ask someone if they
prefer listening to MP3s through a Zune or an
iPod.

3.  We
can take step further and add some other
MP3 player brands to the comparison.
 MP3
players would be scaled relative to each
other and the scale position of any one player
would depend on the scale position of the
remaining players.

4. NAME OF MP3 PERSON A
PLAYER
SCALING
PERSON B
SCALING
SONY
2
1
PHILIPS
3
4
APPLE
1
3
SAMSUNG 4
2

5. RANK ORDER SCALE
A
Rank Order scale gives the respondent a set
of items and asks them to put the items in
some form of order.
 The
measure of 'order' can include
Preference
 Liking
 Importance
 Effectiveness

 The
order is often a simple ordinal
structure (A is higher than B).

6. 
FOR EXAMPLE:Rank the 4 activities that you would like to do in evening
by writing A to D. As ‘A’ is the most preferred and ‘D’ is
the least preferred.
Staying in and watching
television.
A
Going bowling.
D
Going to a bar with a
friend.
C
Going out for a meal.
B

7. HOW CAN WE SHORT ORDINAL
DATAS?
Sorting
of ordinal data can
be done in several ways:Priority sorting
Block sorting
Score sorting
Pairwise sorting
Q-Sorting


8. SPEARMAN RANK CORRELATION
COEFFICIENT



The Spearman Rank Correlation
Coefficient is a form of
the Pearson coefficient with the data
converted to rankings (ie.
when variables are ordinal).
The raw scores are converted to ranks and
the differences (di) between the ranks of
each observation on the two variables are
calculated.
ρ = 1 - (6 * SUM(di2)) / (n * (n2 - 1))

9. EXAMPLE

Two groups, x and y, are asked to rank ten items. The
correlation between their rankings are then compared as
below:-

10. KENDALL TAU RANK CORRELATION
COEFFICIENT


The Kendall Tau Rank Correlation
Coefficient is used to measure the degree of
correspondence between sets of rankings.
The Kendall coefficient is denoted with the
Greek letter tau (τ).
τ
= (4P / (n * (n - 1))) - 1

11. Q. A GROUP OF PEOPLE,
DENOTED AS
A TO E, HAVE THEIR IQ
AND HAT SIZE MEASURED, TO DETERMINE IF A BIGGER BRAIN
MAKES YOU BRAINIER.
THE PEOPLE ARE RANKED BY BOTH IQ
AND HAT SIZE (1 - HIGHEST RANK), AND PUT IN A TABLE, AS
BELOW.
Now P is the sum of the 'unexpected' rankings, measured as
the sum of the number ranked hat sizes to the right (ie. in
lower positions than the assessed position).
P=2+3+1+0+0=6

τ = (4*6 / (5* (6 - 1))) - 1 = 0.04

12. PAIRED COMPARISON: Respondents
are presented with two
objects and asked to select one
according to some criterion.
 For
n objects, there are:-
n(n-1)/2 comparisons

13. EXAMPLE:- IF WE HAVE TO COMPARE FIVE ITEMS SAY
A,B,C,D,E TOGETHER. THEN WE WILL COMPARE:-
A&B
B&D
A&C
A&D
A&E
B&C
B&E
C&D
C&E
D&E
Hence total number of comparisons=
N(N-1)/2
=5(5-1)/2
=10