Measurement Scales

 Measurement : Assignment of
numbers or
symbols to
Characteristics of objects
Example: Consumers’ Perception
Attitude
Preferences

It is like a mapping; Numbers

 Characteristics 1,2,3…..
 Scaling
 Scaling is extension of ‘ Measurement ’
 Scaling is creating a range or
continuum on which measured
objectives are located.
 Example: Measurement of attitude :
favorable or unfavorable
 Scaling creates four levels:
– Very favorable, favorable, Unfavorable,
Very unfavorable.
 Measurement assigns the number:
4,3,2,1
 Measurement Scales

 Nominal

 Ordinal

 Interval

 Ratio
 Measurement Scales: examples

 Nominal:
– Categories, Identification, roll nos.
 Ordinal:
– Rankings., Preferences, Most popular
brand(s)
 Interval :
– Temperature, Grading in exams, User
categories
 Ratio:
– Length, Marks in exams, Distance, Salaries
 Primary Scales of Measurement
Scale
Nominal Numbers Finish
Assigned
to Runners

Ordinal Rank Order Finish

of Winners
Third Second First
place place place

Interval Performance
Rating on a 8.2 9.1 9.6

0 to 10 Scale
15.2 14.1 13.4
Ratio Time to
Finish, in
 Primary Scales of Measurement
Scale Basi c Common M arketing Permissible Statistics
Characteristics E xam ples Exampl e s Descriptive Inferential
N om inal N u m b e r s identify Social B r a n d nos., Percentages, C hi-square,
& classify objects Security nos., store types m ode binomial test
numbering o f
football
players
Ordinal N os. indicate t h e Quality P reference P ercentile, R ank-order
relative positions rankings, rankings, median correlation,
o f objects but not rankings o f market Friedman
t h e magnitude o f teams i n a position, A N O VA
differences tournam ent social class
betw een t h e m
Interval Differences Tem perature Attitudes, Range, mean, Product-
betw een objects (Fahrenheit, opinions, standard moment
c a n b e compared, Celsius) index nos. deviation correlation,
z e r o point is t tests,
arbitrary regression

R atio Z e r o point is L ength, A g e , sales, G eom etric Coefficient

fixed, ratios o f weight income, mean, o f variation
scale values c a n costs harm onic
b e compared mean
 Illustration of Primary Scales of Measurement

Interval
N ominal Ordinal Ratio
Scale
Scale Scale Scale
Preference Ratings
Preference Rs spent last
1-7 11-17
No. Store Rankings
1. Ahuja Sons 7 79 5 15 0
2. Home Saaz 2 25 7 17 200
3. K-mart 8 82 7 17 0
4. Nanz 3 30 6 16 100
5. Aastha 1 10 7 17 250
6. Ebony 5 53 5 15 35
7. Target 9 95 4 14 0
8. Jagdish Store 6 61 5 15 100
9. BigJos 4 45 6 16 0
 Comparison
 Interval : Y= a + b X
– Here difference between two measurement
is equal, the ratio is not equal
 Example:

Very good Good Poor Very Poor

 Scale A 4 3 2 1
 Scale B 2 1 0 -- 1

 Ratio of Very good to good is 4/3=1.33 in scale A ,while the

same is 2/1=2.0 in scale B.
 Difference is equal

 Ratio : Y= b X
Assigning scores to interval Scale
 A five point interval scale could be as
follows:
– Very happy
– Happy
– Neither happy nor unhappy
– Unhappy
– Very unhappy
 Now the question is what numerical scores
could be assigned to the five categories ?
 Does it really matter ?
 Measurement Scales
 What measurement scale will you use for
the following?
– Do you own a washing machine?
– What is your marital status ?
– How many books are there in your library?
– How satisfactory is bank’s service?
– Describe your preference for brands of
shampoo?
– Your attendance in the Business Research class
?
– How many members watch DD-1 during the
prime time in your household?
 A Classification of Scaling Techniques
Scaling Techniques

Comparative Non-comparative
Scales Scales

Paired Rank Constant Q-Sort and Continuous Itemized

Comparison Order Sum Other Rating Scales Rating Scales
Procedures

Semantic Stapel
Likert
Differential
Scaling Techniques: Attitude and Rating scales

Scaling

Monadic
Comparative Or
Non-Comparative
 Scaling Techniques: Attitude and Rating scales

Comparative

Paired Rank Constant

Q- Sort
comparison Order Sum
 Attitude and Rating scales:
 COMPARATIVE
– Paired comparison : here two objects at a time are
taken and better one is identified
– Rank Order: according to specified ( or unspecified i.e.
overall )criterion the ranking is done
– Constant sum: Usually 10 ( or 100) points are
distributed among the objects to reflect the differences
and gaps
– Q-Sort (or Ordered Category sorting): ranks are given to
groups of objects, differences are indicated among
groups .
– Indexing or magnitude estimation: the ‘best’ object is
given a score of 100, others are rated as per this
comparison
– Fractionation: Here the best object is rated as 1, others
as fractions of 1
 NON -COMPARATIVE
 Obtaining Shampoo Preferences Using
Paired Comparisons
Instructions: We are going to present you with ten pairs of shampoo
brands. For each pair, please indicate which one of the two brands of
shampoo you would prefer for personal use.
Recording Form: SunSilk Finesse Clinic Head & Pert
Shoulders
Sunsilk - 0 0 1 0
Finesse 1a - 0 1 0
Clinic 1 1 - 1 1
Head & Shoulders 0 0 0 - 0
Pert 1 1 0 1
Number of Times 3 2 0 4 1
Preferredb
aA 1 in a particular box means that the brand in that column was
preferred over the brand in the corresponding row. A 0 means that the
row brand was preferred over the column brand. bThe number of times
a brand was preferred is obtained by summing the 1s in each column.
 Paired Comparison Analysis
Suppose 100 consumers compare five tyre brands as follows:

Brand Dunlop Modi Ceat GoodYear MRF

Dunlop - 80 59 52 77

Modi 20 - 60 46 56

Ceat 41 40 - 61 60

G.Year 48 54 39 - 67

MRF 23 44 40 33 -
All the frequencies shown in the previous table are divided
from the total number of respondents( 100 here).

Brand Dunlop Modi Ceat GoodYear MRF

Dunlop - 0.80 0.59 0.52 0.77

Modi 0.20 - 0.60 0.46 0.56

Ceat 0.41 0.40 - 0.61 0.60

G.Year 0.48 0.54 0.39 - 0.67

MRF 0.23 0.44 0.40 0.33 -

 Write z-scores: This table presents z values corresponding to
percentage points departure from 0.5
( Ex Modi-Dunlop : 0.84 is z value for an area of 0.30)
Brand Dunlop Modi Ceat GoodYear MRF

Dunlop - +.84 +0.23 +0.05 +0.74

Modi -0.84 - +0.26 -0.10 +0.15
Ceat -0.23 -0.26 - +0.28 +0.25
G.Year -0.05 +0.10 -0.28 - +0.44
MRF -0.74 -0.15 -0.25 -0.44 -

Total Distance -1.86 +0.53 -0.04 -0.21 +1.58

Avg. Distance -0.37 +0.11 -0.01 +0.04 +0.32
Shift from origin 0.0 0.48 0.36 0.41 0.69
 Paired Comparison Scaling
The most common method of taste testing is paired comparison. The
consumer is asked to sample two different products and select the one with
the most appealing taste. The test is done in private and a minimum of 1,000
responses is considered an adequate sample. A blind taste test for a soft
drink, where imagery, self-perception and brand reputation are very
important factors in the consumer’s purchasing decision, may not be a good
indicator of performance in the marketplace. The introduction of New Coke
illustrates this point. New Coke was heavily favored in blind paired
comparison taste tests, but its introduction was less than successful, because
image plays a major role in the purchase of Coke.

A paired comparison
taste test
 Other issues related to ranking
 A ranking-grid is always better than
simple ranking
 In a grid , a frequency table is prepared
for all objects ranked
 Only ‘top’ ranking will lead to partial
picture only
 An analysis of ‘first two’ is more explicit

 Similarly an analysis of ‘first three’ I even

better
 Example: if a question “ Which colour do you
prefer?” is asked of ( say) 100 respondents. The first
preference response may be :
 Red 45 , Blue 44 , Yellow 11
 Then the ranking is 1.Red, 2.Blue, 3. Yellow
 Let us look at the complete picture ( frequency of
respondents)
 Rank I Rank II Rank III
 RED 45 6 49
 BLUE 44 54 02
 Yellow 11 40 49
 Let us now introduce a score of 3 for Rank I. score
of 2 for rank II and a score of 1 for rank III
 When only First preference is taken , It is Red, Blue,
Yellow

 When three preferences are taken Blue ( 2.42), Red

( 1.96).and Yellow( 1.62)
 See the difference?
 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.
 Brand Rank Order
1. Crest
2. Colgate
3. Aim
4. Anchor
5. Macleans
6. Ultra Brite
7. Close Up
8. Pepsodent
9. Plus White
10. Forhans
 Importance of Bathing Soap Attributes Using a Constant
Sum Scale

Constant Sum Scale

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
8 2 4
1. Mildness 2 4 17
2. Lather 3 9 7
3. Shrinkage 53 17 9
4. Price 9 0 19
5. Fragrance 7 5 9
6. Packaging 5 3 20
7. Moisturizing 15
8. CSulemaningPower
13 60
100 100 100
 Scaling Techniques: Attitude and Rating scales

Non Comparative or Monadic

Continuous Itemized
Rating Scales Rating Scales
Pictorial

Likert Semantic
Staple
Type Differential
 Attitude and Rating scales

 Graphic or Continuous Scales

– Poles ( extreme points) are defined
 Pictorial Scales
– Different measurements are expressed
with pictures/ line-drawings/ other forms
 Itemized Scales (also known as Discrete)
– Several categories defined
– All categories may or may not be numbered
– Some times only extreme points are
numbered
– ( variations are used depending on the
variables, respondents)
 Attitude and Rating scales

Considerations in developing a scale

 Number of categories
 More or Less
 Where to stop ( maximum no. of
categories)
 Balanced /Unbalanced
 Odd or Even number of categories
 Neutral Point ( forced / Non-forced)
 Genuine neutral point or
 Escape route for the respondents
 Attitude and Rating scales
Advantage & disadvantage
 Graphic :
 + Easy to explain, Maximum flexibility
 _Difficult to measure ( requires computerized /
magnetic recognition readers)
 _ Subjective interpretation of middle points
 Itemized or Discrete / Marked
 + Easy to explain to the respondent
 + works well with ‘ limited ’ categories
 + Easy to analyze
 _ Difficult with ‘ many’ categories
 Verbal expression should be distinguishable
 Pictorial
 + Best for children/ respondents with less education
 Some Pictorial Rating Scale Configurations
Thermometer Scale
Instructions: Please indicate how much you like McDonald’s hamburgers by
coloring in the thermometer. Start at the bottom and color up to the temperature
level that best indicates how strong your preference is.
Form:
Like very 100
much 75
50
25
Dislike 0
very much
Smiling Face Scale
Instructions: Please point to the face that shows how much you like the Barbie
Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you
liked it very much, you would point to Face 5.

Form:

1 2 3 4 5
 Attitude and Rating scales

 Can the Monadic ( non-comparative

scale be used for comparison)?
 How?

 Example ?
 Summary of Itemized Scale Decisions
1) Number of categories Although there is no single, optimal number,
traditional guidelines suggest that there should
be between five and nine categories
2) Balanced vs. unbalanced In general, the scale should be balanced to obtain
objective data
3) Odd/ even no. of categories If a neutral or indifferent scale response is possible
from at least some of the respondents, an odd
number of categories should be used
4) Forced vs. non-forced In situations where the respondents are expected
to have no opinion, the accuracy of the data may
be improved by a non-forced scale
5) Verbal description An argument can be made for labeling all or many
scale categories. The category descriptions should
be located as close to the response categories as
possible
6) Physical form A number of options should be tried and the best
selected
 Attitude and Rating scales:
Some standard Scales
 Thurstone:
– Agreement /Disagreement on a large
number of statements ( usually 11)
– Time consuming , Tiring, dissuading ,
– Long process of identifying
 Likert:
– Five point( usually)
– Levels of Agreement /Disagreement
– Easy to explain /develop
 Attitude and Rating scales

 Stapel:
– Unipolar,10 point interval, rating from
+5 to -5
– Balanced without neutral point
 Semantic Differential
– ( usually) 7 point scale
– Bi polar, with a neutral point,
– rating +3 to -3
 Summative scale
– Attitude /Dimension to be used is divided into
several statements and Likert scale of 5 points
( or 4/6/7 etc.) to be used for every
statement.
– The scores of each statement are then
summed up to measure the total score on that
dimension
– Example: to measure brand loyalty of
consumers or organizational commitment of
employees
 Loyalty:
I always use this brand Strongly Agree Cant Dis Strongly
Agree say Agree disagree
5 4 3 2 1
I am willing to pay more for
this brand

I will postpone the purchase

if this brand was not
available

………..

……..
 Balanced Scores
 To make a comparison between two
attributes /dimensions
 Example:
– For me ………. Comes first

Profit Customer

satisfaction

5 4 3 2 1 0 1 2 3 4 5
 Basic Non-comparative Scales
Scale Basic Examples Advantages Disadvantages
Characteristics
Continuous Place a mark on a Reaction to TV Easy to construct Scoring can be
Rating continuous line commercials cumbersome
Scale unless
computerized
Itemized Rating
Scales
Likert Scale Degrees of Measurement Easy to construct, More
agreement on a 1 of attitudes administer, and time-consuming
(strongly disagree) understand
to 5 (strongly
agree) scale

Semantic Seven-point scale Brand, product, Versatile Controversy as

Differential with bipolar labels and company to whether the
images data are interval
Stapel Scale Unipolar ten-point Measurement Easy to construct, Confusing and
scale, -5 to +5, of attitudes and administer over difficult to apply
without a neutral images telephone
point (zero)
 A Semantic Differential Scale for Measuring Self-
Concepts, Person Concepts, and Product 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
 Balanced and Unbalanced Scales

Jovan Musk for Men is Jovan Musk for Men is

Extremely good Extremely good
Very good Very good
Good Good
Bad Somewhat good
Very bad Bad
Extremely bad Very bad
 Rating Scale Configurations
A variety of scale configurations may be employed to measure the gentleness of
Cheer detergent. Some examples include:
Cheer detergent is:
1) Very harsh --- --- --- --- --- --- --- Very gentle

2) Very harsh 1 2 3 4 5 6 7 Very gentle

3) . Very harsh
. Cheer
.
. Neither harsh nor gentle
.
.
. Very gentle
4)
Very Somewhat Neither harsh Very
harsh Harsh harsh nor gentle Somewhat Gentle gentle
gentle
5) -3 -2 -1 0 +1 +2 +3

Very Neither harsh Very