A Classification of Scaling Techniques

Scaling Techniques

Comparative Noncomparative
Scales Scales

Continuous Itemized Rating

Paired Rank Constant Q-Sort and
Rating Scales Scales
Comparison Order Sum Other
Procedures

Semantic Stapel
Likert
Differential
• Comparative Scales
 Paired Comparison of 4FanBrands

BRANDS POLAR USHA BAJAJ KHAITAN

POLAR * + + +
USHA - * - -
BAJAJ - + * +
KHAITAN - + - *

Total 0 3 1 2
n (n-1)/2

“+” indicates that the column brand is preferred over row brand and “-”
indicates that the row brand is preferred over column brand.
 Preference for Toothpaste Brands
Using Rank Order Scaling

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.
 Preference for Toothpaste Brands
Using Rank Order Scaling
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. Stripe _________
 Constant Sum Scaling
• Respondents allocate a constant sum of units,
such as 100 points to attributes of a product 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. Hence, the
name of the scale.
 Importance of Bathing Soap Attributes
Using a Constant Sum Scale

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.
 Importance of Bathing Soap Attributes
Using a Constant Sum Scale

Form
Average Responses of Three Segments
Attribute Segment I Segment II Segment III
1. Mildness 8 2 4
2. Foam 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
 Q Sort
• It uses a rank order procedure in which objects are
sorted into piles based on similarity with some
criterion.
• Ex : Respondents are given 100 attitude statements
on individual cards and asked to place them into 9
piles, ranging from ‘most highly agreed with’ to
‘least’.
• The number of objects to be sorted should be in
range of 60-120.
Q-Scale in which the respondent directly compares
two or more objects and makes choices among them
is……
• a) Ranking Scale
• b) Rating Scale
• c) Graphic Scale
• d) None of these
Q-In comparative rating scales
a) Judgments are arranged in a particular order.
b) Relative judgments are involved.
c) Halo effect plays an important role in getting a correct
response.
d) Response categories are numbered.
Q-Paired comparison scale is an example of:
a) Non forced scale
b) Itemized rating scale
c) None of the above is true
• Non-Comparative Scales
 1-Continuous Rating Scale
Respondents rate the objects by placing a mark at the
appropriate position on a line that runs from one extreme
of the criterion variable to the other.

The form of the continuous scale may vary considerably.

Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best

 2-Itemized Rating Scales
(numerical scale)
• The respondents are provided with a scale that
has a number or brief description associated
with each category.

• The categories are ordered in terms of scale

position, and the respondents are required to
select the specified category that best describes
the object being rated.

• The commonly used itemized rating scales are

the Likert, semantic differential, Constant Sum
and Stapel scales.
• Likert Scale
Also known as The summated rating scale
 Semantic Differential Scale
The semantic differential is a seven-point rating scale with end
points associated with bipolar labels that have semantic meaning.
SEARS IS:
Powerful --:--:--:--:-X-:--:--: Weak
Unreliable --:--:--:--:--:-X-:--: Reliable
Modern --:--:--:--:--:--:-X-: Old-fashioned
• The negative adjective or phrase sometimes appears at the left side of the scale and
sometimes at the right.
• This controls the tendency of some respondents, particularly those with very positive
or very negative attitudes, to mark the right- or left-hand sides without reading the
labels.
• Individual items on a semantic differential scale may be scored on either a -3 to +3 or
a 1 to 7 scale.
A Semantic Differential Scale for Measuring Self- Concepts

1) Rugged :---:---:---:---:---:---:---: Delicate

2) Excitable :---:---:---:---:---:---:---: Calm
3) Uncomfortable :---:---:---:---:---:---:---: Comfortable
4) Dominating :---:---:---:---:---:---:---: Submissive
5) Thrifty :---:---:---:---:---:---:---: Indulgent
6) Pleasant :---:---:---:---:---:---:---: Unpleasant
7) Contemporary :---:---:---:---:---:---:---: Obsolete
8) Organized :---:---:---:---:---:---:---: Unorganized
9) Rational :---:---:---:---:---:---:---: Emotional
10) Youthful :---:---:---:---:---:---:---: Mature
11) Formal :---:---:---:---:---:---:---: Informal
12) Orthodox :---:---:---:---:---:---:---: Liberal
13) Complex :---:---:---:---:---:---:---: Simple
14) Colorless :---:---:---:---:---:---:---: Colorful
15) Modest :---:---:---:---:---:---:---: Vain
 Stapel Scale
The Stapel scale is a unipolar rating scale with ten
categories
numbered from -5 to +5, without a neutral point (zero).
This scale
is usually presented vertically.
SEARS

+5 +5
+4 +4
+3 +3
+2 +2X
+1 +1
HIGH QUALITY POOR SERVICE
-1 -1
-2 -2
-3 -3
-4X -4
-5 -5
The data obtained by using a Stapel scale can be analyzed in
the same way as semantic differential data.
Direct Quantification Scale

Eg: How much of amount you are willing to pay to

purchase a new flat in the coming year?

How much is your income from sources other than

salary?
How many litres of Petrol is monthly consumed by
using a personal car?
How much of sugar does your family consume in a
month?
 Forced Choice Ranking
•Do you own a car
Yes No

In the previous month, which brand of tooth

paste you have purchased?
Colgate Pepsodent Babool Closeup
 MCQs
Q-Even numbered non-verbal rating scale using
single adjectives instead of bipolar opposites is called
a) Semantic Differential
b) Multi-dimensional scaling
c) Stapel Scale
d) Standardised Instruments
Q-The summated rating scale is also known as
.
a) Likert Scale
b) Thurstone Scale
c) None of the above
 MCQs
Q-‘Strongly disagree’ is a
a) Attitudinal score.
b) Attitudinal scale.
c) Attitudinal value.
d) None of the above.
Q-The scale which uses bi-polar adjectives to anchor each
end of the scales is the…..
a) Likert scale
b) Stapel scale
c) Semantic Differential scale
d) Q-sort technique
Any Questions?