Session 10

27-02-2023
Dr. Ekta Srivastava

Office: FC-04, Faculty Block-6, IIM Campus
0495-2809658; ektasrivastava@iimk.ac.in
Consultation hours - By prior appointment
Not for mass distribution, SESS course at IIMK by Prof. Ekta Srivastava 2/27/2023
 Statistical concerns
 Experience of the respondent
 Decision value for the manager
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27-02-2023
HIGH RESPONSE RATE
 Compatibility (language, ways of thinking)

 Perception of reward attached to responding to the survey
 upfront incentives?
 thanking
 making the questionnaire interesting with a storyline
 results are rewarding?
 Reduce participation costs
 limit length (time and mental effort)
 allow for self-administration at leisure and at home (convenience)
 Trust
 don’t ask unnecessary questions- “why do you ask”
 stay on topic, seek relevant information
 promise to share results
 have the survey sponsored by a legitimate authority
 Level of depth
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Measurement - assigning numbers or other symbols to characteristics of

objects according to certain pre-specified rules.
 E.g., Consider an attitude scale from 1 to 100. Each response is assigned a number from 1
(= Extremely Unfavorable) to 100 (= Extremely Favorable).
Scaling - creating a continuum upon which measured objects are located.
 E.g., Scaling is placing the responses (with respect to attitude toward department stores)
on a continuum.
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1. Nominal Scale
2. Ordinal Scale
3. Interval Scale
4. Ratio Scale
Finish
Nominal Number tags 7 8 3
assigned to
runners
Finish
Ordinal
Rank
order of Third Second First
winners place place place
Interval Performance 8.2 9.1 9.6

rating on a 1-10
scale
Time to finish,
Ratio
in seconds
Not for mass distribution, SESS course at IIMK by Prof. Ekta Srivastava 15.2 14.1 13.4 2/27/2023
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 The numbers serve only as labels or tags for identifying and classifying objects.
 E.g., 1= Male; 2=Female
 Counting (only permissible mathematical operation)
 Numbers indicate the relative position of the items but not the magnitude of
difference
 E.g., preference ranking – 1, 2, 3,….
 Counting operation + use of statistics based on centiles, e.g., percentile,

quartile, median.
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27-02-2023
 Numbers indicate the magnitude of difference between items
 E.g., attitude scales (1=Strongly Disagree, 2=Somewhat Disagree, 3=Neither Agree nor
Disagree, 4=Somewhat Agree, 5=Strongly Agree)
 There is no absolute zero
 Counting operation + use of statistics based on centiles, e.g., percentile, quartile,

median + arithmetic mean, standard deviation, and other statistics commonly
used in marketing research.
 Numbers indicate the magnitude of difference
 E.g., age, income, price, weight
 There is an absolute zero. (Age 0 = No age)
 All statistical techniques can be applied to ratio data.
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Scaling Techniques
Comparative Noncomparative
Scales Scales
Paired Rank Constant Q-Sort and Continuous Itemized

Comparison Order Sum Other Rating Scales Rating Scales
Procedures
Likert Semantic Stapel

Not for mass distribution, SESS course at IIMK by Prof. Ekta Srivastava Differential 2/27/2023
 Comparative scales involve direct comparison of objects. Comparative scale

data is interpreted in relative terms and have only ordinal or rank order
properties.
 Do you prefer Pepsi or Coke?
 In non-comparative scales, each object is scaled independently of the others.

The resulting data are generally interval or ratio scaled.
 How do you find the taste of Pepsi?
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 How good an actress is Jennifer Lawrence?
Very bad Poor

Bad Fair
Neither good nor bad Good
Good Very good
Very good Excellent
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Very bad Very bad

Bad Bad
Neither good nor bad Neither good nor bad
Good Good
Very good Very good
No opinion
Don’t know
Don’t know, can’t say, NA, no opinion, uncertain
Very bad Very bad

Bad Somewhat bad
Neither good nor bad A little bad
Neither good nor bad
Good
A little good
Very good
Somewhat good
Very good
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 Stimulus complexity
 A product that requires little effort or thought to purchase can be measured with a
simple scale (perhaps a 3-point scale).
 When the product is complex, a scale with 5 to 11 points should be considered
 As the number of scale points increases, the reliability and validity of the measure
increases.
 Some constructs require greater measurement sensitivity (e.g. ?)
I plan to purchase a MindWriter laptop

in the next 12 months.
 Yes
 No
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27-02-2023
 Single-response scale Check any of the

 Multiple-response sources you consulted
 checklist when designing your
new home.
 Online planning
What newspaper do you read services
most often for financial news?  Magazines
 East City Gazette  Independent
 West City Tribune contractor/builder
 Regional newspaper  Designer
 National newspaper  Architect
 Other (specify:_________)  Other
(specify:_______)
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 Multiple item scale
 Also called Summated Rating Scale since scores on individual items are
summed to give total score for respondents
 Usually consists of item part and evaluative part
 5 or 7 or 9 scale points
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Convenience of Reaching the Store from Your Location

Nearby ___: ___: ___: ___: ___: ___: ___: Distant
Short time required to reach store ___: ___: ___: ___: ___: ___: ___: Long time required to reach store
Difficult drive ___: ___: ___: ___: ___: ___: ___: Easy Drive
Difficult to find parking place ___: ___: ___: ___: ___: ___: ___: Easy to find parking place
Convenient to other stores I shop ___: ___: ___: ___: ___: ___: ___: Inconvenient to other stores I shop
Products offered
Wide selection of different Limited selection of different
kinds of products ___: ___: ___: ___: ___: ___: ___: kinds of products
Fully stocked ___: ___: ___: ___: ___: ___: ___: Understocked
Undependable products ___: ___: ___: ___: ___: ___: ___: Dependable products
High quality ___: ___: ___: ___: ___: ___: ___: Low quality
Numerous brands ___: ___: ___: ___: ___: ___: ___: Few brands
Unknown brands ___: ___: ___: ___: ___: ___: ___: Well-known brands
Bipolar rating scale with usually 7 or sometimes 5 points
 Measure psychological meaning of an attitude object using bipolar adjectives
 Multidimensional space – “semantic space”
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27-02-2023
3 attributes of corporate image
~ SD
When it is difficult to find bipolar adjectives matching investigative question
 Discover proportions
 Respondents allocate points (100/10) to more than one attribute to reflect their
importance.
 If an attribute is unimportant, the respondent assigns it zero points.
 If an attribute is twice as important as some other attribute, it receives twice as

many points.
 The sum of all the points is 100/10. Hence, the name of the scale.
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Instructions
On the next slide, there are eight attributes of
bathing soaps. Please allocate 100 points among
the attributes so that your allocation reflects the
relative importance you attach to each attribute.
The more points an attribute receives, the more
important the attribute is. If an attribute is not at
all important, assign it zero points. If an attribute
is twice as important as some other attribute, it
should receive twice as many points.
Form
Average Responses of Three Segments
Attribute Segment I Segment II Segment III
1. Mildness 8 2 4
2. Lather 2 4 17
3. Shrinkage 3 9 7
4. Price 53 17 9
5. Fragrance 9 0 19
6. Packaging 7 5 9
7. Moisturizing 5 3 20
13 60 15
8. Cleaning Power
Sum 100 100 100
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 Respondents rate objects by placing a mark at appropriate position on a line

running from one extreme of the criterion variable to the other
 Easy to construct
 Scoring is cumbersome and unreliable
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27-02-2023
 A respondent is presented with two objects and asked to select one according to
some criterion.
 Respondents are presented with several objects simultaneously and asked to order
or rank them according to some criterion.
 It is possible that the respondent may dislike the brand ranked 1 in an absolute
sense.
 Furthermore, rank order scaling also results in ordinal data.
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27-02-2023
Instructions: Rank the various brands of toothpaste in order of

preference. Begin by picking out the one brand that you like most
and assign it a number 1. Then find the second most preferred brand
and assign it a number 2. Continue this procedure until you have
ranked all the brands of toothpaste in order of preference. The least
preferred brand should be assigned a rank of 10.
No two brands should receive the same rank number.
The criterion of preference is entirely up to you. There is no right or

wrong answer. Just try to be consistent.
Form
Brand Rank Order
1. Crest _________
2. Colgate _________
3. Aim _________
4. Gleem _________
5. Sensodyne _________
6. Ultra Brite _________
7. Close Up _________
8. Pepsodent _________
9. Plus White _________
10.SESS
Not for mass distribution, Stripe _________
course at IIMK by Prof. Ekta Srivastava 2/27/2023
18

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27-02-2023

Dr. Ekta Srivastava

 Experience of the respondent

 Decision value for the manager

HIGH RESPONSE RATE

 Compatibility (language, ways of thinking)

Measurement - assigning numbers or other symbols to characteristics of

Scaling - creating a continuum upon which measured objects are located.

Interval Performance 8.2 9.1 9.6

 E.g., 1= Male; 2=Female

 Counting (only permissible mathematical operation)

 E.g., preference ranking – 1, 2, 3,….

 Counting operation + use of statistics based on centiles, e.g., percentile,

 Numbers indicate the magnitude of difference between items

 There is no absolute zero

 Counting operation + use of statistics based on centiles, e.g., percentile, quartile,

 Numbers indicate the magnitude of difference

 E.g., age, income, price, weight

 There is an absolute zero. (Age 0 = No age)

 All statistical techniques can be applied to ratio data.

Paired Rank Constant Q-Sort and Continuous Itemized

Likert Semantic Stapel

 Comparative scales involve direct comparison of objects. Comparative scale

 In non-comparative scales, each object is scaled independently of the others.

 How good an actress is Jennifer Lawrence?

Very bad Poor

 How good an actress is Jennifer Lawrence?

Very bad Very bad

 How good an actress is Jennifer Lawrence?

Very bad Very bad

I plan to purchase a MindWriter laptop

 Single-response scale Check any of the

 Multiple item scale

 Usually consists of item part and evaluative part

Convenience of Reaching the Store from Your Location

 Measure psychological meaning of an attitude object using bipolar adjectives

 Multidimensional space – “semantic space”

3 attributes of corporate image

 If an attribute is twice as important as some other attribute, it receives twice as

 Respondents rate objects by placing a mark at appropriate position on a line

 Scoring is cumbersome and unreliable

Instructions: Rank the various brands of toothpaste in order of

No two brands should receive the same rank number.

The criterion of preference is entirely up to you. There is no right or

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