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Unformatted text preview: scales a meaningful zero point.
−This allows magnitudes to be compared arithmetically Ratio: like an interval scale but the '0' has meaning. So this gives you
better information than the rank, because if two options are very
close you can make them even in score or very close. −Units sold, number of purchases, probability of purchase Please allocate 100 points based on your preferences to the following foods:
___ Carrots ___ Cupcakes ___ Fish ___ Mac ‘n Cheese 100 Sum 9 Types of Scaling Techniques
Rating Scales Continuous
Rating Scales Rank
Differential Comparative vs.
Comparative scales involve the direct comparison of
stimulus objects. Comparative scale data must be
interpreted in relative terms and have only ordinal or
rank order properties. In noncomparative scales, each object is scaled
independently of the others in the stimulus set. The
resulting data are generally assumed to be interval or
ratio scaled. Paired Comparison Scaling
• A respondent is presented with two objects and
asked to select one according to some criterion.
• Paired comparison scaling is the most widely used
comparative scaling technique.
• With n brands, [n(n - 1) /2] paired comparisons are
For each pair, which brand do you prefer?
___ Coke ___ Pepsi ___ Coke ___ Dr. Pepper ___ Pepsi ___ Dr. Pepper 10 Rank Order Scaling
• Respondents are presented with several objects
simultaneously and asked to order or rank them
according to some criterion. 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 preferredbrand 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
a rank of 10.
No two brands should receive the same rank number.
The criteria of preference is entirely up to you. There is no right or wrong answer—
Just try to be consistent.
6. Ultra Brite
7. Close Up
9. Plus White
10. Stripe Rank Order Constant Sum Scaling • Respondents allocate a constant sum of units, such
as 100 points, to attributes of a product to reflect their
• If an attribute is unimportant, the respondent assigns it
• 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. 11 Instructions
Below 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...
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This document was uploaded on 03/25/2014.
- Spring '14