Download scaling - U of L Class Index

Scaling
Why do we assign numbers to characteristics of objects?
What is scaling.
What is a nominal scale and what is it used for in Marketing
Nominal Scale
This is where data is simply
in terms of names or
descriptions. For example
colours red, blue, green
would be nominal data.
What is an ordinal scale and what is it used for in Marketing?
Ordinal Scale
This is where data can be
recognised as being in some
order. For example, a collection
of names might be ordered
alphabetically. Or a list of
entrants in an exam might be
ordered by their marks. The order
does not mean that items can be
added because the gap between
the items is unspecified.
What is an interval scale and what is it used for in Marketing?
Interval Scale
This is where the gaps between whole numbers
on the scale are equal. This permits the arithmetic
operations of addition and subtraction. An
example of this kind of scale is temperature. 20°
C is not twice as hot as 10° C because 0° is not
an absolute zero. It is simply the amount of heat
beyond which water turns from solid to liquid.
What is an interval scale and what is it used for in Marketing?
Ratio Scale
A ratio scale permits full arithmetic
operation. Measuring the time
something takes is an example of using a
ratio scale. If a train journey takes 2 hr
and 35 min, then this is half as long as a
journey which takes 5 hr and 10 min.
We need to be very careful about the
scale which is being used, and it is not
uncommon for people to do arithmetic
on scales which are simply ordinal marks for assignments at school for
example!
What’s the difference between comparative
and non-comparative scales?
Types of Scaling Techniques
• COMPARATIVE
SCALES
Involve the respondent directly comparing stimulus
objects. eg. How does Pepsi compare with Coke on
sweetness.
• NONCOMPARATIVE
SCALES
Respondent scales each stimulus object independently
of other objects eg. How would you rate the sweetness
of Pepsi on a scale of 1 to 10
A Classification of Scaling Techniques
SCALING TECHNIQUES
Comparative
Scales
Paired
Comparison
Rank
Order
NonComparative
Scales
Constant
Sum
Likert
Continuous
Rating
Scales
Semantic
Differential
Itemised
Rating
Scales
Stapel
Constant Sum Scale
Please divide 100 pointes among the following
characteristics so the division reflects the relative
importance of each characteristic to you in the selection
of a bank
Hours of service
________________
Friendliness
_______________
Distance from home
________________
Investment vehicles
________________
Parking facilities
__________________
Continuous scale
The Likert scale
Semantic Differential Scale
• Here are a number of statements that could be used to describe
Sears. For each statement tick ( ) the box that best
describes your feelings about Sears.
Modern Store
Old- fashioned store
Low prices
High prices
Unfriendly staff
Friendly staff
Narrow product range
Wide product range
Sophisticated customers
Unsophisticated customers
AGREEMENT
•Strongly Agree
•Agree
•Undecided
•Disagree
•Strongly Disagree
•Agree Very Strongly
•Agree Strongly
•Agree
•Disagree
•Disagree Strongly
•Disagree Very Strongly
•Agree Strongly
•Agree Moderately
•Agree Slightly
•Disagree Slightly
•Disagree Moderately
•Disagree Strongly
•Yes
•No
•Agree
•Disagree
•Agree
•Undecided
•Disagree
•Completely Agree
•Mostly Agree
•Slightly Agree
•Slightly Disagree
•Mostly Disagree
•Completely
Disagree
•Disagree Strongly
•Disagree
•Tend to Disagree
•Tend to Agree
•Agree
•Agree Strongly
FREQUENCY
•Very Frequently
•Frequently
•Occasionally
•Rarely
•Very Rarely
•Never
•Always
•Very Frequently
•Occasionally
•Rarely
•Very Rarely
•Never
•Always
•Usually
•About Half the Time
•Seldom
•Never
•A Great Deal
•Much
•Somewhat
•Little
•Never
•Often
•Sometimes
•Seldom
•Never
•Always
•Very Often
•Sometimes
•Rarely
•Never
•Almost Always
•To a Considerable Degree
•Occasionally
•Seldom
IMPORTANCE
•Very Important
•Important
•Moderately Important
•Of Little Importance
•Unimportant
•Very Important
•Moderately Important
•Unimportant
QUALITY
•Very Good
•Good
•Barely Acceptable
•Poor
•Very Poor
•Extremely Poor
•Below Average
•Average
•Above Average
•Excellent
•Good
•Fair
•Poor
LIKELIHOOD
•Like Me
•Unlike Me
•To a Great Extent
•Somewhat
•Very Little
•Not at All
•True
•False
•Definitely
•Very Probably
•Probably
•Possibly
•Probably Not
•Very Probably Not
•Almost Always True
•Usually True
•Often True
•Occasionally True
•Sometimes But Infrequently True
•Usually Not True
•Almost Never True
•True of Myself
•Mostly True of Myself
•About Halfway True of Myself
•Slightly True Of Myself
•Not at All True of Myself
A Stapel Scale for Measuring a Store’s Image
•Select a plus number for words that you think describe the store accurately.
the more accurately you think the work describes the store, the larger the plus
number you should choose. Select a minus number for words you think do not
describe the store accurately. The less accurately you think the word describes
the store, the large the minus number you should choose, therefore, you can
select any number from +3 for words that you think are very accurate all the
way to -3 for words that you think are very inaccurate.
Department
Store Name
+3
+2
+1
Wide Selection
-1
-2
-3
Scale Decisions
Number of Categories
generally between 5 and 9
Balance
preferably a balanced scale
Odd or Even
Forced or Nonforced
Verbal Description
Physical Form
if neutral responses likely, use odd number
if no opinion likely, use nonforced scale
label and close to response categories
should be piloted.
Balanced and Unbalanced Scales
Balanced Scale
Unbalanced Scale
JOVAN MUSK FOR MEN IS
JOVAN MUSK FOR MEN IS
Extremely good
Very good
Good
Bad
Very bad
Extremely bad
Extremely good
Very good
Somewhat Good
Good
Bad
Very bad