ATTITUDE MEASUREMENT

AND SCALING TECHNIQUES

DR. SK LAROIYA
DEPARTMENT OF ECONOMICS
HANSRAJ COLLEGE
UNIV OF DELHI

ATTITUDE IS ONE OF THE MOST

PERVASIVE NOTIONS IN ALL OF THE
MARKETING

PLAYS A PIVOTAL ROLE IN THE MAJOR

MODELS DESCRIBING CONSUMER
BEHAVIOR, AS WELL AS IN MANY, IF
NOT MOST INVESTIGATIONS OF
CONSUMER BEHAVIOR THAT DO NOT
RELY ON A FORMAL INTEGRATED
MODEL

MANY MARKETERS BELIEVE THAT

ATTITUDES
DIRECTLY AFFECT
PURCHASE DECISIONS
AND THEIR PURCHASE AND USE
EXPERIENCES,
EXPERIENCES
IN TURN, DIRECTLY AFFECT THEIR SUBSEQUENT
ATTITUDES TOWARD THE PRODUCT OR SERVICE

WHAT IS AN ATTITUDE?

IT IS DEFINED AS A PREDISPOSITION
TO RESPOND TO AN IDEA OR OBJECT

ATTITUDES ARE STATE-OF-MIND

CONSTRUCTS THAT ARE NOT
DIRECTLY OBSERVABLE
THE TRUE STRUCTURE OF AN
ATTITUDE LIES IN THE MIND OF
INDIVIDUAL HOLDING THAT ATTITUDE

IN MARKETING IT REFERS TO THE

CONSUMERS
PREDISPOSITION
TO RESPOND
TO
A PRODUCT
IDEA
OR SERVICE

IF PREDISPOSITION IS
FAVORABLE,
IT IS ASSUMED
THAT THE CONSUMER IS LIKELY TO
PURCHASE
THE PRODUCT OR SERVICE

ELEMENTS OF ATTITUDES
ATTITUDES ARE COMPOSED OF
BELIEFS ABOUT THE OBJECT OF
CONCERN, SUCH AS ITS STRENGTH
OR ECONOMY

EMOTIONAL FEELINGS ABOUT THE

OBJECT SUCH AS LIKE AND DISLIKES

AND READINESS OF THE INDIVIDUAL

TO RESPOND BEHAVIORALLY TO THE
OBJECT THAT IS TO BUY IT

THERE IS TENDENCY IN MARKETING

TO BRING THESE THREE ELEMENTS
INTO WHAT IS CALLED IMAGE

ALTHOUGH ATTITUDE IS ONE OF THE

MOST WIDELY USED IDEAS IN SOCIAL
PSYCHOLOGY,
IT IS ALSO ONE OF THE MOST
INCONSISTENTLY USED CONCEPTS

THOUGH THERE ARE LOT OF

INTERPRETATIONS OF THE CONCEPT,
THERE IS A BROAD AGREEMENT
AMONG THE ACADEMICIANS AND
PRACTITIONERS ON THE FOLLOWING:

1. ATTITUDE REPRESENTS A
PREDISPOSITION TO RESPOND TO
AN OBJECT, NOT ACTUAL BEHAVIOR
TOWARD THE OBJECT.
ATTITUDE THUS POSSESS THE
QUALITY OF
READINESS

2. ATTITUDE IS PERSISTENT OVER A

PERIOD OF TIME
IT CAN CHANGE, TO BE SURE, BUT
ALTERATION OF AN ATTITUDE THAT IS
STRONGLY HELD
REQUIRES
SUBSTANTIAL PRESSURE

3. ATTITUDE IS LATENT VARIABLE THAT

PRODUCES
CONSISTENCY
IN BEHAVIOR, EITHER VERBAL OR
PHYSICAL

4. ATTITUDE HAS A DIRECTIONAL

QUALITY
IT CONNOTES A PREFERENCE REGARDING
THE OUTCOMES INVOLVING

THE OBJECT
EVALUATIONS OF THE OBJECT
OR POSITIVE/NEGATIVE/NEUTRAL FEELINGS
FOR THE OBJECT

ATTITUDINAL STUDIES ARE USEFUL IN

MARKET SEGMENTATION
ADVERTISEMENT EFFECTIVENESS
BRAND POSITIONING OR
REPOSITIONING

ATTITUDES ARE OFTEN COMPLEX AND

ARE NOT FULLY UNDERSTOOD
THOUGH ATTITUDES CAN BE
CHANGED, BUT THEY TEND TO BE
PERSISTENT

STRONGLY HELD ATTITUDES CAN BE

CHANGED ONLY WITH GREAT
PRESSURE

ATTITUDE MEASUREMENT TENDS TO

FOCUS ON
MEASUREMENT OF
BELIEFS
ABOUT A
PRODUCTS (SERVICES) QUALITIES
AND EMOTIONAL FEELINGS ABOUT THOSE
QUALITIES

THE CONCEPT OF
MEASUREMENT AND SCALING
MEASUREMENT CAN BE DEFINED AS
A STANDARDIZED PROCESS OF
ASSIGNING NUMBERS OR OTHER
SYMBOLS TO CERTAIN
CHARACTERISTICS OF THE OBJECTS
OF INTEREST

RESEARCHERS ENGAGE IN USING

THE MEASUREMENT PROCESS
BY
ASSIGNING
EITHER NUMBERS
OR LABELS

TO
PEOPLES THOUGHTS,
FEELINGS,
BEHAVIORS,
AND CHARACTERISTICS
THE FEATURES OR ATTRIBUTES OF OBJECTS
THE ASPECTS OF CONCEPTS / IDEAS

 ANY TYPE OF PHENOMENON OR

EVENT USING SPECIFIC RULES TO
REPRESENT
QUANTITIES
AND QUALITIES
OF THE FACTORS BEING
INVESTIGATED

MEASUREMENT PROCESS
CONSISTS OF
CONSTRUCT DEVELOPMENT
SCALE MEASUREMENT

THE GOAL OF CONSTRUCT

DEVELOPMENT IS:
TO PRECISELY IDENTIFY AND WHAT IS
TO BE MEASURED,
MEASURED INCLUDING ANY
DIMENSIONALITY TRAITS

THE GOAL OF SCALE MEASUREMENT

IS TO
DETERMINE HOW TO PRECISELY
MEASURE EACH CONSTRUCT

TO UNDERSTAND CONSTRUCT
DEVELOPMENT
AND SCALE DEVELOPMENT
WE MUST UNDERSTAND THE TERM
OBJECT

WHAT IS AN OBJECT ?
IT REFERS
TO ANY TANGIBLE ITEM IN A PERSONS
ENVIRONMENT
THAT CAN BE
CLEARLY AND EASILY
IDENTIFIED THROUGH THE SENSES -

SIGHT
SOUND
TOUCH
SMELL
TASTE

IT HAS TWO PROPERTIES:

OBJECTIVE PROPERTIES
SUBJECTIVE PROPERTIES

OBJECTIVE PROPERTIES
RESEARCHERS DO NOT MEASURE
THE OBJECTS PER SE BUT RATHER
THE ELEMENTS THAT MAKES UP THE
OBJECT
OBJECTIVE PROPERTIES ARE USED
TO IDENTIFY AND DISTINGUISH AN
OBJECT FROM ANOTHER

THESE PROPERTIES REPRESENT

ATTRIBUTES THAT MAKE UP
AN OBJECT OF INTEREST
AND ARE

DIRECTLY OBSERVABLE
PHYSICALLY VERIFIABLE
AND MEASURABLE IN NATURE

SUCH AS THE PHYSICAL AND

DEMOGRAPHIC CHARACTERISTICS
OF A PERSON
AGE
SEX
OCCUPATION STATUS
COLOR OF EYE ETC.

OR THE ACTUAL NUMBER OF

PURCHASES MADE OF A PARTICULAR
PRODUCT

OR THE TANGIBLE FEATURES OF THE

OBJECT
HORSEPOWER,
STYLE,
COLOR,
STEREO SYSTEM OF AN
AUTOMOBILE ETC.

SUBJECTIVE PROPERTIES
SUBJECTIVE PROPERTIES ARE
ABSTRACT,
INTANGIBLE CHARACTERISTICS
THAT
CAN NOT BE
DIRECTLY OBSERVED OR MEASURED

WHY?
BECAUSE THEY ARE
THE MENTAL IMAGES (ASPECTS) A
PERSON ATTACHES TO AN OBJECT, SUCH
AS

ATTITUDES,
FEELINGS,
PERCEPTIONS,
EXPECTATIONS,
OR EXPRESSIONS OF FUTURE
ACTIONS
(i.e., PURCHASE INTENTIONS)

CONSTRUCT DEVELOPMENT
CAN BE
VIEWED
AS
AN INTEGRATIVE PROCESS IN WHICH
RESEARCHERS FOCUS THEIR
EFFORTS ON

IDENTIFYING
THE SUBJECTIVE PROPERTIES FOR
WHICH DATA SHOULD BE COLLECTED
FOR SOLVING
THE DEFINED RESEARCH PROBLEM

OBJECTIVE PROPERTIESAIR PLANE

NO. OF ENGINES
HEIGHTS
WEIGHT
LENGTH
SEATING CAPACITY
PHYSICAL CHARACTERISTICS OF SEATS

TYPE OF AIRPLANE

AIR PLANE
SUBJECTIVE PROPERTIES
QUALITY OF IN FLIGHT SERVICE
COMFORT ABILITY OF SEATS
SMOOTHNESS OF TAKE-OFF
AND
LANDING ETC.

CONSUMER

OBJECTIVE PROPERTIES :
AGE, SEX,
MARITAL STATUS,
INCOME,
BRAND LAST PURCHASED,
RUPEE AMOUNT OF PURCHASES
TYPES OF PRODUCTS PURCHASED
COLOR OF EYES AND HAIR

CONSUMER
SUBJECTIVE PROPERTIES
ATTITUDES TOWARDS A PRODUCT

BRAND LOYALTY
HIGH INVOLVEMENT PURCHASES
EMOTIONS (LOVE, FEAR, ANXIETY ETC)
INTELLIGENCE, PERSONALITY, RISK TAKER

ORGANIZATION

OBJECTIVE PROPERTIES

NAME OF COMPANY
NO. OF EMPLOYEES
TOTAL ASSETS
TYPE AND NO. OF PRODUCT OFFERINGS

ORGANIZATION
SUBJECTIVE PROPERTIES
COMPETENCE OF EMPLOYEES
QUALITY CONTROL, CHANNEL POWER,
COMPETITIVE ADVANTAGE,
COMPANY IMAGE, CONSUMER ORIENTED
PRACTICES ETC

SCALE MEASUREMENT
SCALING IS THE PROCESS OF CREATING A

CONTINUUM
ON WHICH

OBJECTS ARE LOCATED

ACCORDING TO THE AMOUNT OF THE
MEASURED CHARACTERISTIC THEY
POSSESS

SCALE DEVELOPMENT IS
DESIGNING QUESTIONS
TO MEASURE
THE SUBJECTIVE PROPERTIES
OF
AN OBJECT

THERE ARE SEVERAL TYPES OF

SCALES, EACH OF WHICH
POSSESSES DIFFERENT
CHARACTERISTIC

THE CHARACTERISTICS OF A SCALE

DETERMINE
THE SCALES LEVEL OF
MEASUREMENT

CHARACTERISTICS OF SCALES

DESCRIPTION
ORDER
DISTANCE
ORIGIN

DESCRIPTION

DESCRIPTION REFERS TO USE OF A

UNIQUE DESCRIPTOR, OR LABEL, TO
STAND FOR EACH DESIGNATION IN
THE SCALE

WHEN ACTIVATED,
THIS PROPERTY ALLOWS A RESEARCHER TO
TAKE THE

RESPONSES
AND CATEGORIZE
THEM INTO MUTUALLY EXCLUSIVE GROUPS EACH
WITH ITS OWN IDENTITY

ANY DESCRIPTOR CAN BE USED FOR RESPONSE

FOR INSTANCE, YES OR NO,

AGREE OR DISAGREE
AND THE NUMBER OF YEARS OF A
RESPONDENTS AGE
ARE DESCRIPTORS OF A SIMPLE SCALE

ALL SCALES INCLUDE DESCRIPTION

IN THE FORM OF CHARACTERISTIC
LABELS THAT IDENTIFY WHAT IS
BEING MEASURED

ORDER
ORDER REFERS TO THE RELATIVE
SIZES OF THE DESCRIPTORS OR
RELATIVE MAGNITUDE
BETWEEN THE DESCRIPTORS, OR
LABELS, USED AS SCALE POINTS

HERE THE KEY WORD IS RELATIVE

AND INCLUDES SUCH DESCRIPTORS
AS GREATER THAN
LESS THAN
AND EQUAL TO

EXAMPLE
1 IS LESS THAN 5
EXTREMELY SATISFIED IS MORE
INTENSE THAN SOMEWHAT
SATISFIED
MOST IMPORTANT HAS GREATER
IMPORTANCE THAN ONLY SLIGHTLY
IMPORTANT

WHEN ORDER CHARACTERISTIC IS

INCORPORATED INTO SET OF SCALE
POINTS,
IT ALLOWS THE RESEARCHER TO ESTABLISH
EITHER

A HIGHEST TO LOWEST
LOWEST
OR LOWEST TO HIGHEST
RANK ORDER AMONG THE NEW RESPONSES

ORDER IDENTIFIES ONLY THE

RELATIVE DIFFERENCES
BETWEEN THE RESPONSES
AND NOT THE
ABSOLUTE DIFFERENCES

NOT ALL SCALES POSSESS

ORDER
CHARACTERISTICS
FOR INSTANCE, IS A BUYER GREATER
THAN OR LESS THAN A NON-BUYER?
WE HAVE NO WAY OF MAKING A RELATIVE SIZE
DISTINCTION

DISTANCE
A SCALE HAS THE CHARACTERISTIC
OF DISTANCE WHEN
ABSOLUTE DIFFERENCES BETWEEN
THE DESCRIPTORS
ARE KNOWN AND MAY BE
EXPRESSED IN UNITS

THE RESPONDENT
WHO BUYS THREE BOTTLES OF DIET COLA
BUYS MORE THAN THE ONE
WHO BUYS ONLY ONE BOTTLE
A THREE CAR FAMILY OWNS A ONE MORE
AUTOMOBILE THAN A TWO CAR FAMILY

WHEN THE CHARACTERISTIC OF DISTANCE

EXISTS
WE ARE ALSO GIVEN THE
ORDER
WE KNOW NOT ONLY THAT THE THREE CAR
FAMILY HAS MORE THAN THE NUMBER OF CARS
OF THE TWO CAR FAMILY,

BUT WE ALSO KNOW THE DISTANCE

BETWEEN THE TWO (1 CAR)

ORIGIN
A SCALE IS SAID TO HAVE A
CHARACTERISTIC OF
ORIGIN
IF THERE IS A
UNIQUE BEGINNING
OR TRUE ZERO POINT FOR THE
SCALE

THE ORIGIN PROPERTY RELATES TO A

NUMBERING SYSTEM WHERE
ZERO
IS DISPLAYED
OR REFERENCED
STARTING POINT IN A SET OF
POSSIBLE RESPONSES

NORMALLY, THIS SCALING PROPERTY

IS ACTIVATED WHEN RESEARCHER
ASKS A SPECIFIC QUESTION
THAT REQUIRES A
NUMERICAL
RESPONSE

ZERO IS THE ORIGIN FOR AN AGE

SCALE JUST AS
IT IS FOR NUMBER OF MILES
TRAVELED TO THE STORE

NOT ALL SCALES

HAVE A

TRUE ZERO POINT FOR THE

PROPERTY THEY ARE MEASURING
IN FACT, MANY SCALES USED BY MARKETING
RESEARCHERS HAVE ARBITRARY
NEUTRAL POINTS,
BUT THEY DO POSSESS ORIGINS

FOR INSTANCE, WHEN A RESPONDENT SAYS, NO

OPINION, TO A QUESTION
DO YOU AGREE OR DISAGREE WITH THE
STATEMENT,
THE INDICA IS THE BEST CAR IN THE SMALL CAR
SEGMENT ON THE ROAD TODAY?
WE CANNOT SAY THAT THE PERSON HAS A TRUE
ZERO LEVEL OF AGREEMENT

EACH SCALING PROPERTY BUILDS ON

THE PREVIOUS ONE

THIS IMPLIES:
ANY SCALE WILL HAVE
DESCRIPTION PROPERTY
A SCALE THAT INCLUDES ORDER
PROPERTY AUTOMATICALLY
POSSESSES DESCRIPTION
PROPERTY

 A SCALE HAVING
DISTANCE PROPERTY,
HAS ORDER
AND DESCRIPTION
PROPERTIES

 THE SCALE THAT IS BUILD ON

ORIGIN PROPERTY ALSO HAVE
DESCRIPTION,
ORDER,
AND DISTANCE
PROPERTIES

NOMINAL SCALE
NOMINAL SCALES ARE DEFINED AS
THOSE THAT USE ONLY LABEL;
THAT IS, THEY POSSESS ONLY THE
CHARACTERISTIC OF DESCRIPTION
THE RESPONSE DOES NOT INCLUDE
ANY LEVEL OF INTENSITY

EXAMPLES

DESIGNATIONS AS TO RACE, RELIGION,

TYPE OF DWELLING
GENDER
BRAND LAST PURCHASED
ANSWERS THAT INVOLVE YES-NO, AGREEDISAGREE
OR ANY OTHER INSTANCE IN WHICH
DESCRIPTORS CAN NOT BE
DIFFERENTIATED EXCEPT QUALITATIVELY

IF ONE DESCRIBES RESPONDENTS IN

A SURVEY
ACCORDING TO THEIR OCCUPATION
BANKER, DOCTOR, COMPUTER
PROGRAMMER
ONE HAS USED A NOMINAL SCALE

NOMINAL- SCALED QUESTIONS

CHECK ALL THE BRANDS YOU
WOULD CONSIDER PURCHASING
I.
II.
III.
IV.

SONY
VIDEOCON
SAMSUNG
LG

DO YOU AGREE OR DISAGREE THAT

DELTA IS READY WHEN YOU ARE?
AGREE

DISAGREE

WHICH OF THE FOLLOWING

SUPERMARKETS HAVE YOU SHOPPED IN
THE LAST 30 DAYS?
I. EBONY
II. STAR MALL
III. SAB MALL
IV. MIGROS
V. SAHARA MALL

DO YOU LIKE OR DISLIKE

CHOCOLATE ICE CREAM?
I.
II.

LIKE
DISLIKE

ORDINAL SCALE
AN ORDINAL SCALE IS OBTAINED BY
RANKING OBJECTS
OR ARRANGING THEM
IN ORDER
WITH REGARD TO SOME
COMMON VARIABLE

THE QUESTION IS SIMPLY WHETHER

EACH OBJECT HAS
MORE
OR LESS
THAN
SOME OTHER OBJECT

IT PERMITS THE RESEARCHER

TO

RANK ORDER
THE RESPONDENTS OR THEIR
RESPONSES
THE RESEARCHER CAN RANK ORDER THE
RESPONSES INTO HIERARCHICAL PATTERN

THIS SCALE
DOES NOT
ALLOW
A RESEARCHER TO
DETERMINE THE
ABSOLUTE DIFFERENCE
IN ANY OF THE ORDINAL RELATIONSHIPS

ORDINAL- SCALED QUESTIONS

PLEASE RANK EACH BRAND IN TERMS OF YOUR
PREFERENCE
PLEASE PLACE 1
BY YOUR FIRST CHOICE,
A 2
BY YOUR SECOND CHOICE, AND SO ON
I.
II.
III.
IV.
V.
VI.

SONY
VIDEOCON
SAMSUNG
LG
BPL
PHILLIPS

INTERVAL SCALE
INTERVAL SCALES ARE THOSE IN
WHICH THE
DISTANCE
BETWEEN EACH DESCRIPTOR IS
KNOWN
IT DEMONSTRATES ABSOLUTE DIFFERENCES
BETWEEN EACH SCALE POINT

THE DISTANCE IS NORMALLY

DEFINED AS
ONE SCALE UNIT
FOR EXAMPLE, A COFFEE BRAND
RATED 3 IN TASTE IS ONE UNIT
AWAY FROM ONE RATED 4

IN AN INTERVAL SCALE THE NUMBERS

USED TO RANK THE OBJECTS ALSO
REPRESENT EQUAL INCREMENTS OF THE
ATTRIBUTE BEING MEASURED

THIS MEANS THAT DIFFERENCES CAN

BE COMPARED
THE DIFFERENCE BETWEEN 1 AND 2
IS SAME
AS BETWEEN 2 AND 3
BUT ONLY HALF THE DIFFERENCE
BETWEEN 2 AND 4

THE LOCATION OF ZERO POINT IS

NOT FIXED, SINCE ZERO DOES NOT
DENOTE THE ABSENCE OF THE
ATTRIBUTE
BOTH ZERO POINT AND UNITS OF
MEASUREMENT ARE ARBITRARY

SOME TIME A RESEARCHER MUST

IMPOSE A BELIEF THAT EQUAL
INTERVALS EXIST BETWEEN THE
DESCRIPTORS

THAT IS:
IF YOU WERE ASKED TO EVALUATE A STORES
SALES PEOPLE BY SELECTING A SINGLE
DESIGNATION FROM THE LIST OF

EXTREMELY FRIENDLY
VERY FRIENDLY
SOME WHAT FRIENDLY
SOME WHAT UNFRIENDLY
VERY UNFRIENDLY
EXTREMELY UNFRIENDLY

THE RESEARCHER WOULD

PROBABLY ASSUME THAT EACH
DESIGNATION WAS ONE UNIT AWAY
FROM THE PRECEDING ONE
IN THESE CASES WE SAY THAT THE
SCALE IS ASSUMED INTERVAL

INTERVAL SCALED
QUESTIONS
PLEASE RATE EACH BRAND IN
TERMS OF ITS OVERALL
PERFORMANCE

BRAND

RATING (CIRCLE ONE)

VERY POOR
VERY GOOD

MONT BLANC
PARKER
CROSS

10

INDICATE YOUR DEGREE OF AGREEMENT WITH

FOLLOWING STATEMENTS BY CIRCLING THE
APPROPRIATE NUMBER

STATEMENT
I ALWAYS LOOK FOR BARGAINS
I ENJOY BEING OUT DOORS
I LOVE TO COOK

STRONGLY
AGREE
1
1
1

2
2
2

3
3
3

4
4
4

STRONGLY
DISAGREE
5
5
5

IN A TYPICAL WEEK (7 DAY PERIOD),

HOW OFTEN YOU ACCESS INTERNET
FROM A HOME COMPUTER?

___ MORE THAN 20 TIMES

___16 TO 20 TIMES
___11 TO 15 TIMES
___6 TO 10 TIMES
___1 TO 5 TIMES
___DO NOT ACCESS IT

RATIO SCALE
RATIO SCALES ARE THE ONES IN
WHICH
TRUE ZERO ORIGIN EXISTS
SUCH AS
-ACTUAL NUMBER OF PURCHASES IN A
CERTAIN TIME PERIOD,
-RUPEES SPENT, MILES TRAVELED ETC.

THIS CHARACTERISTIC ALLOW US

TO
CONSTRUCT RATIOS
WHEN COMPARING THE RESULTS OF
MEASUREMENT

A RATIO SCALE TENDS TO BE MOST

SOPHISTICATED SCALE
IN THE SENSE THAT IT ALLOWS THE
RESEARCHER
NOT ONLY TO IDENTIFY THE ABSOLUTE
DIFFERENCES BETWEEN EACH SCALE POINT
BUT ALSO TO MAKE
ABSOLUTE COMPARISONS BETWEEN THE
RESPONSES

EXAMPLE
IN COLLECTING DATA ABOUT HOW
MANY CARS ARE DRIVEN BY
HOUSEHOLDS IN DELHI, A
RESEARCHER KNOWS THAT
DIFFERENCE BETWEEN DRIVING ONE
CAR AND DRIVING THREE CARS IS
ALWAYS GOING TO TWO

FURTHER MORE, WHEN COMPARING

A ONE CAR FAMILY TO THREE CAR
FAMILY WILL HAVE SIGNIFICANTLY
HIGHER TOTAL CAR INSURANCE AND
MAINTENANCE COSTS THAN A ONE
CAR FAMILY

SUCH RATIOS ARE INAPPROPRIATE

FOR INTERVAL SCALES,
SO WE ARE NOT ALLOWED
TO SAY
THAT ONE STORE WAS ONE HALF AS
FRIENDLY AS ANOTHER

RATIO-SCALED QUESTIONS

PLEASE INDICATE YOUR AGE

--- YEARS

APPROXIMATELY HOW MANY TIMES

IN THE LAST MONTH HAVE YOU
PURCHASED ANY THING OVER
Rs.1000 IN VALUE AT NANZ STORE?
0 1

MORE ( SPECIFY_ )

HOW MUCH DO YOU THINK A

TYPICAL PURCHASER OF A Rs. 5
LAKH TERM LIFE INSURANCE
POLICY PAYS PER MONTH THAT
POLICY?
Rs.__________

WHAT IS THE PROBABILITY THAT

YOU WILL USE A LAWYERS
SERVICES WHEN YOU ARE READY
TO MAKE A WILL?
______PERCENT

TYPICALLY THE ISSUES LIKE

QUANTITY SOLD
NUMBER OF CONSUMERS
PROBABILITY OF PURCHASE ETC.
FORM RATIO SCALE MEASUREMENT

Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information

Facts About the Four Levels of Scales

Facts About the Four Levels of Scales (contd)

EXAMPLE OF FOUR BASIC TYPES OF

QUESTION PHRASINGS:

INFORMATION REQUIREMENT:
REQUIREMENT
TO DETERMINE HOW OFTEN
CUSTOMERS USE THEIR PRIMARY
AUTOMOBILE SERVICE PROVIDERS
FACILITIES / SERVICES

NOMINAL QUESTION
PHRASING:
WHEN YOUR VEHICLE REQUIRES
MAINTENANCE SERVICE OR YOU HAVE
PROBLEMS
DO YOU USUALLY
TAKE THE VEHICLE TO YOUR PRIMARY
AUTOMOBILE SERVICE PROVIDER?
THE LOGICAL RESPONSE TO THIS
QUESTION WOULD BE A
YES OR NO

ORDINAL QUESTION
PHRASING:
WHEN YOUR VEHICLE REQUIRES
MAINTENANCE SERVICE OR YOU
HAVE PROBLEMS,
HOW OFTEN DO YOU TAKE IT TO
YOUR PRIMARY AUTOMOBILE
SERVICE PROVIDER? (CHECK ONLY
ONE RESPONSE)

THE LOGICAL RESPONSES MIGHT BE:

__NEVER
__SELDOM
__OCCASIONALLY
__USUALLY
__EVERY TIME

INTERVAL QUESTION
PHRASING:
SINCE PURCHASING YOUR VEHICLE,
APPROXIMATELY
HOW OFTEN
HAVE YOU USED THE SERVICES AT
YOUR PRIMARY AUTOMOBILE
SERVICE PROVIDER? (CHECK THE
ONE APPROPRIATE RESPONSE)

LESS THAN 3 TIMES

4 TO 8 TIMES
9 TO 12 TIMES
13 TO 16 TIMES
OVER 16 TIMES

RATIO QUESTION PHRASING:

IN THE PAST 12 MONTHS
HOW MANY TIMES
DID YOU TAKE YOUR VEHICLE FOR
SERVICE OR REPAIRS TO YOUR
PRIMARY AUTOMOBILE SERVICE
PROVIDER?
___NO. OF TIMES

ASSESSING A RESPONDENTS LIKING OF

SOFTDRINKS WITH NOMINAL ORDINAL, INTERVAL
AND RATIO SCALES

NOMINAL SCALE
WHICH OF THE FOLLOWING SOFT DRINKS ON THE
FOLLOWING LIST DO YOU LIKE? CHECK ALL THAT APPLY

COKE
THUMS UP
MOUNTAIN DEW
PEPSI
SEVEN UP
SPRTIE

ORDINAL SCALE
PLEASE RANK THE SOFT DRINKS ON THE FOLLOWING LIST
ACCORDING TO YOUR DEGREE OF LIKING FOR EACH,
ASSIGNINIG MOST PREFERRED DRINK RANK=1 AND YOUR
LEAST PREFERRED DRINK RANK=6

COKE
THUMS UP
MOUNTAIN DEW
PEPSI
SEVEN UP
SPRTIE

INTERVAL SCALE
PLEASE INDICATE YOUR DEGREE OF LIKING OF EACH OF
THE SOFTDRINKS ON THE FOLLOWING LIST BY CHECKING
THE APPROPRIATE POSITION ON THE SCALE
DISLIKE
A LOT

COKE
THUMS UP
MOUNTAIN DEW
PEPSI
SEVEN UP
SPRTIE

DISLIKE

LIKE

LIKE A LOT

RATIO SCALE
PLEASE DIVIDE 100 POINTS AMONG EACH OF THE
FOLLOWING SOFT DRINKS ACCORDING TO YOUR DEGREE OF
LIKING FOR EACH

COKE
THUMS UP
MOUNTAIN DEW
PEPSI
SEVEN UP
SPRTIE

RELATIONSHIP BETWEEN SCALES AND SCALING PROPERTIES

SCALING PROPERTIES
SCALE

NOMINAL
ORDINAL
INTERVAL
RATIO

DESCRIPTION

YES
YES
YES
YES

ORDER

NO
YES
YES
YES

DISTANCE

ORIGIN

NO
NO
YES
YES

NO
NO
NO
YES

SCALE AND TYPE OF STATISTICAL

TECHNIQUES
SCALE

NOMINAL

BASIC
CHARACTERISTICS

NUMBERS
IDENTIFY AND
CLASSIFY
OBJECTS

MARKETING PERMISSIBLE STATISTICS

EXAMPLES

BRAND
NUMBERS,
STORE TYPES

DESCRIPTIVE

INFERENTIAL

PERCENTAGES
MODE

Chi-SQUARE
BINOMIAL TEST

DESCRIPTIVE
ORDINAL

NUMBERS
INDICATE THE
RELATIVE
POSITIONS OF
THE OBJECTS
BUT NOT THE
MAGNITUDE OF
DIFFERENCES
BETWEEN THEM

INFERENTIAL

PREFERENCE
RANKINGS,
PERCENTILE, RANK ORDER
CORRELATION
MARKET
POSITION,
SOCIAL
FRIEDMAN
CLASS
ANOVA
PREFERENCE
FOR BRANDS MEDIAN

DESCRIPTIVE
INTERVAL

DIFFERENCE
BETWEEN THE
OBJECTS CAN
BE COMPARED;
ZERO POINT IS
ARBITRARY

ATTITUDES, OPTIONS,
INDEX NUMBERS
ATTITUDES TOWARDS
BRANDS
GRADE POINT
AVERAGE

RANGE

INFERENTIAL

PRODUCT
MOMENTCORRELATIONS
MEAN
t TESTS
STANDARD
DEVIATIONS
ANOVA
REGRESSION
ANALYSIS
FACTOR ANALYSIS

DESCRIPTIVE
RATIO

ZERO POINT IS FIXED;

RATIOS OF SCALE VALUES
CAN BE COMPUTED

AGE,
INCOME,
COSTS,
SALES,
MARKET
SHARES
NO. OF
PURCHASES
PROBABILITY
OF PURCHASE

INFERENTIAL

GEOMETRIC
MEAN

HARMONIC MEAN

COEFFICIENT
OF VARIATION

THE SCALING TECHNIQUES

THE COMPARATIVE SCALES

THE NON COMPARATIVE SCALES

THE COMPARATIVE SCALES

COMPARATIVE SCALES INVOLVE THE

DIRECT COMPARISON OF STIMULUS
OBJECT

IT IS A SCALE FORMAT THAT

REQUIRES A
JUDGMENT
COMPARING ONE OBJECT, PERSON,
OR CONCEPT AGAINST ANOTHER ON
THE SCALE

FOR EXAMPLE, THE RESPONDENTS

MIGHT BE ASKED
WHETHER THEY PREFER COKE OR
PEPSI

COMPARATIVE SCALE DATA MUST BE

INTERPRETED IN
RELATIVE TERMS
AND HAVE ONLY
ORDINAL OR RANK ORDER
PROPERTIES

FOR THIS REASON, COMPARATIVE

SCALING IS REFERRED TO
AS
NON-METRIC SCALING

NON COMPARATIVE SCALES

NON-COMPARATIVE SCALES REFER
TO A SCALE FORMAT THAT REQUIRES
A
JUDGMENT
WITHOUT REFERENCE TO
ANOTHER
OBJECT, PERSON, OR CONCEPT

THESE SCALES ARE ALSO

REFERRED TO
AS MONADIC
OR METRIC SCALES

THE RESULTING DATA ARE

GENERALLY
ASSUMED
TO BE INTERVAL OR RATIO SCALED

FOR EXAMPLE, RESPONDENTS MAY

BE ASKED TO EVALUATE COKE ON A
1 TO 6 PREFERENCE SCALE (1= NOT
AT ALL PREFERRED; 6 = GREATLY
PREFERRED)

TYPES OF COMPARATIVE SCALES

PAIRED COMPARISON
RANK ORDER
CONSTANT SUM
Q-SORT AND OTHER PROCEDURES

TYPES OF NON- COMPARATIVE

SCALES

CONTINUOUS RATING SCALES

ITEMIZED RATING SCALES

I.
II.
III.
IV.

LIKERT SCALE
SEMANTIC DIFFERENTIAL SCALE
STAPEL SCALE
THURSTONE SCALE

COMPARATIVE SCALES
PAIRED COMPARISON RATING SCALE:
THIS FORMAT CREATES

A PRE-SELECTED GROUP OF
TRAITS
PRODUCT CHARACTERISTICS
OR FEATURES

THAT ARE PAIRED AGAINST ONE

ANOTHER INTO TWO GROUPS

RESPONDENTS ARE ASKED TO

SELECT WHICH IN EACH PAIR IS
MORE IMPORTANT TO THEM

A RESPONDENT IS PRESENTED WITH

TWO OBJECTS AND ASKED TO
SELECT ONE ACCORDING TO SOME
CRITERION
THE DATA OBTAINED ARE ORDINAL IN
NATURE

PAIRED COMPARISON SCALES ARE

FREQUENTLY USED WHEN STIMULUS
OBJECTS ARE
PHYSICAL PRODUCTS

EXAMPLE:
WE GOING TO PRESENT YOU WITH
SEVERAL PAIRS OF TRAITS
ASSOCIATED WITH A
SALESPERSONS ON-THE-JOB
ACTIVITIES
FOR EACH PAIR, PLEASE
INDICATE WHICH TRAIT YOU FEEL IS MORE
IMPORTANT FOR BEING A SALES PERSON

a. TRUST

b. COMPETENCE

a. TRUST

b. COMMUNICATION SKILLS

a. TRUST

b. PERSONAL SOCIAL SKILLS

a. COMPETENCE

b. COMMUNICATION SKILLS

a. COMPETENCE

b. PERSONAL SOCIAL SKILLS

a. COMMUNICATION SKILLS b. PERSONAL SOCIAL SKILLS

CONSTANT SUM SCALE:

SCALE
THIS SCALE PROVIDES A BETTER
PERSPECTIVE OF DISTANCE
BETWEEN THE POINTS ON A
CONTINUUM

WITH THIS TYPE OF SCALE, THE

RESPONDENT IS ASKED TO
DIVIDE OR ALLOCATE
A NUMBER OF POINTS,
PERCENTAGES,
OR RUPEES,

USUALLY A TOTAL SUM OF 100,

TO INDICATE THE RELATIVE IMPORTANCE
OF THE ATTITUDE BEING STUDIED

THE AMOUNTS THAT ARE ALLOCATED TO EACH

ALTERNATIVE INDICATES THE

RANKS
ASSIGNED TO THEM BY THE RESPONDENTS,
BUT IT ALSO INDICATES THE AMOUNT OF
DIFFERENCE
THE RESPONDENTS SET BETWEEN EACH
ALTERNATIVE

IMPORTANCE OF BATHING SOAP ATTRIBUTES USING

A CONSTANT SUM SCALE
INSTRUCTIONS
BELOW ARE THE 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 ATTRIBUTES RECEIVES, THE MORE
IMPORTANT IT 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 SHALL RECEIVE TWICE AS MANY POINTS

AVERAGE RESPONSES OF THREE SEGMENTS

ATTRIBUTE
SEGMENT I
SEGMENT II
SEGMENT III
MILDNESS
8
2
4
LATHER
2
4
17
SHRINKAGE
3
9
7
PRICE
53
17
9
FRAGRANCE
9
0
19
PACKAGING
7
5
9
MOISTURIZING
5
3
20
CLEANING POWDER 13
60
15
SUM
100
100
100

EXAMPLE:
IF YOU HAD Rs. 1000 TO ALLOCATE TO THE FOLLOWING
CHARITABLE ORGANIZATIONS,
HOW WOULD YOU ALLOCATE YOUR MONEY? YOU MAY GIVE
ALL YOUR RUPEES TO ANY ONE ORGANIZATION, BUT YOUR
TOTAL MUST ADD UP TO Rs. 1000
INDIAN RED CROSS

____________

INDIAN CANCER FOUNDATION____________

INDIAN SPASTIC SOCIETY
____________
CRY
____________
HEART CARE FOUNDATION
OLD AGE HOME

____________
____________

RANK ORDER SCALE:

IN THIS SCALE OF MEASUREMENT
THE RESEARCHER
USES RANKING QUESTIONS
AS THESE ARE CONSTRUED TO BE A FORM OF
OPINION QUESTIONS IN WHICH RESPONDENT IS
ASKED TO RANK
COMPARATIVELY
THE ITEMS LISTED

THESE ALLOW THE RESPONDENTS

TO
COMPARE THEIR OWN RESPONSES
BY
INDICATING THEIR FIRST CHOICE, SECOND,
THIRD AND FOURTH PREFERENCES AND SO
FORTH,
UNTIL ALL THE RESPONSES ARE PLACED IN
A RANK ORDER

RANK ORDER SCALING IS COMMONLY

USED TO MEASURE PREFERENCES
FOR BRANDS AS WELL AS
ATTRIBUTES

RANK ORDER DATA ARE FREQUENTLY

OBTAINED FROM RESPONDENTS IN
CONJOINT ANALYSIS BECAUSE RANK
ORDER SCALING FORCES THE
RESPONDENT TO DISCRIMINATE
AMONG THE STIMULUS OBJECTS

EXAMPLE:
QUESTIONNAIRE SEEKING DATA FOR A STAFF EXECUTIVE JOB
DESCRIPTION

IN YOUR JOB YOU MAY PERFORM ANY OF THE SEVEN

ROLES LISTED HERE. CONSIDER HOW MUCH TIME YOU
SPEND IN EACH ROLE. THEN RANK THE ROLES FROM 1 TO 7
IN TIME SPENT ON EACH. WRITE A '1' AFTER THAT GIVEN THE
MOST TIME-- AND A '7' AFTER THE LEAST TIME.
COORDINATOR
_______________________
ENTREPRENEUR ________________________
EXPEDITER
_______________________
EXPERT
_______________________
FORECASTER
_______________________
INNOVATOR
_______________________
INTEGRATOR

EXAMPLE:
INSTRUCTIONS:
RANK THE VARIOUS BRANDS OF TOOTHPASTES IN ORDER OF
PREFERENCE
BEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOST
ASSIGN IT A NUMBER 1
THEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGN
IT A NUMBER 2
CONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALL
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
THE CRITERION OF PREFERENCE IS
ENTIRELY UP TO YOU. THERE IS NO
RIGHT OR WRONG ANSWER. JUST
TRY TO BE CONSISTENT

BRAND
COLGATE
CREST
AIM
CLOSE-UP
PEPSODENT
ULTRA BRITE
PLUS WHITE
STRIPE
GLEEM
MACLEANS

RANK ORDER
________
________
________
________
________
________
________
________
________
________

NON-COMPARATIVE SCALING
TECHNIQUES
ONE OF THE TWO TYPES OF SCALING
TECHNIQUES IN WHICH EACH
STIMULUS OBJECT IS SCALED
INDEPENDENTLY OF THE OTHER
OBJECT IN THE STIMULUS SET

THESE CONSIST OF
CONTINUOUS RATING SCALES
ITEMIZED RATING SCALES

CONTINUOUS RATING SCALE:

A SCALE MEASURE THAT USES A
SCALE POINT FORMAT THAT
PRESENTS THE RESPONDENT WITH
SOME TYPE OF
GRAPHIC CONTINUUM
AS THE SET OF POSSIBLE
RESPONSES TO A GIVEN QUESTION

IT IS ALSO REFERRED TO AS
GRAPHIC RATING SCALES

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 RESPONDENTS ARE NOT

RESTRICTED TO SELECTING FROM
MARKS PREVIOUSLY SET BY THE
RESEARCHER

THE FORM OF THE CONTINUOUS SCALE

MAY VARY CONSIDERABLY:
THE LINES MAY BE VERTICAL OR
HORIZONTAL
SCALE POINTS IN THE FORM OF NUMBERS
OR BRIEF DESCRIPTIONS MAY BE
PROVIDED
AND IF PROVIDED, SCALE POINTS MAY BE
FEW OR MANY

ONCE THE RESPONDENT HAS

PROVIDED THE RATINGS, THE
RESEARCHER DIVIDES THE LINE INTO
AS MANY CATEGORIES AS DESIRED
AND ASSIGNS SCORES BASED ON
CATEGORIES INTO WHICH THE
RATINGS FALL

THESE SCORES ARE TREATED AS

INTERVAL DATA

EXAMPLE:
HOW WOULD YOU RATE RELIANCE
RETAIL AS A DEPARTMENT STORE?
VERSION 1
PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST

VERSION

PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST

0 10 20 30 40 50 60 70 80 90 100

VERSION

3
VERY BAD

NEITHER

VERY GOOD

GOOD NOR
BAD
PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST
0 10 20 30 40 50 60 70 80 90 100

ITEMIZED RATING SCALE:

THE ITEMIZED RATING SCALE IS,
PERHAPS, THE MOST FREQUENTLY
USED IN MARKETING RESEARCH
BECAUSE OF ITS
SIMPLICITY AND
ADAPTABILITY
TO MOST MEASUREMENT SITUATIONS

THIS FORM OF RATING SCALE

REQUIRES A RESPONDENT
TO INDICATE HIS OR HER ATTITUDE
BY SELECTING A POSITION ON A
CONTINUUM
THAT REFLECTS A RANGE OF
POSSIBLE VIEWS
REGARDING AN OBJECT

THE VARIOUS POSITIONS ON THE

CONTINUUM ARE SET UP IN A
SEQUENTIAL ORDER
IN TERMS
OF THE SCALE POSITIONS
(IN OTHER WORDS, REPRESENTING
THE DEGREE OF ATTITUDE HELD)

THE SCALE POSITIONS ARE CLEARLY

MARKED WITH A
DESCRIPTIVE STATEMENT
OF SOME KIND

TYPES OF ITEMIZED SCALES:

SEMANTIC DIFFERENTIAL SCALE

LIKERT SCALE
STAPEL SCALE
THURSTONE SCALE

SEMANTIC DIFFERENTIAL
SCALE:
A UNIQUE BIPOLAR ORDINAL SCALE
FORMAT THAT CAPTURES A
PERSONS ATTITUDES OR FEELINGS
ABOUT A GIVEN OBJECT

THIS TYPE OF SCALE IS UNIQUE IN

ITS USE OF BIPOLAR ADJECTIVES
AND ADVERBS (GOOD/BAD,
LIKE/DISLIKE,
COMPETITIVE/NONCOMPETITIVE,
HELPFUL/UNHELPFUL, ETC.)

IN SEMANTIC DIFFERENTIAL SCALE,

THE RESPONDENTS ARE ASKED TO
EXPRESS THEIR
FEELINGS
ABOUT WHATEVER BEING EVALUATED BY
RECORDING THEIR RESPONSES ON A SCALE OF
ADJECTIVES
(SUCH AS STRONG -- MILD),
WHICH ARE PAIRED POLAR OPPOSITES

THE SEVEN SCALE POSITIONS ARE INTENDED TO

SIGNIFY:
1.
2.
3.
4.
5.
6.
7.

EXTREMELY X
QUITE X
SLIGHTLY X
NEITHER X NOR Y; EQUALLY X AND EQUALLY Y
SLIGHTLY Y
QUITE Y
EXTREMELY Y

THIS SCALE TYPE IS BEST FOR

IDENTIFYING A
PERCEPTUAL IMAGE PROFILE
ABOUT THE OBJECT OR BEHAVIOR
OF CONCERN

INDIVIDUAL ITEMS ON A SEMANTIC

DIFFERENTIAL SCALE MAY BE
SCORED ON EITHER
A +3 TO - 3
OR A 1 TO 7 SCALE

THE RESULTING DATA ARE

COMMONLY ANALYZED THROUGH
PROFILE ANALYSIS

MEANS OR MEDIAN VALUES ON EACH

RATING SCALE ARE CALCULATED
AND COMPARED BY PLOTTING
STATISTICAL ANALYSIS

THIS HELPS DETERMINE OVERALL

DIFFERENCES AND SIMILARITIES
AMONG THE OBJECTS

TO ASSESS THE DIFFERENCES

ACROSS THE SEGMENTS, THE
RESEARCHER CAN COMPARE MEAN
RESPONSES OF DIFFERENT
SEGMENTS

IN CASES WHERE THE RESEARCHER

REQUIRES AN OVERALL
COMPARISON OF OBJECTS, SUCH AS
TO DETERMINE STORE
PREFERENCES, THE INDIVIDUAL
ITEMS ARE SUMMED TO ARRIVE AT
TOTAL SCORE

IT IS WIDELY USED IN COMPARING

BRANDS
PRODUCTS
COMPANY IMAGES
DEVELOP ADVERTISING AND
PROMOTIONAL STRATEGIES
NEW PRODUCT DEVELOPMENT
STUDIES

EXAMPLE:
THIS PART OF THE STUDY MEASURES
WHAT CERTAIN DEPARTMENT STORES
MEAN TO YOU
BY HAVING YOU JUDGE THEM ON A SERIES
OF DESCRIPTIVE SCALES BOUNDED AT
EACH END BY ONE OF TWO BIPOLAR
ADJECTIVES

 PLEASE MARK (X) THE BLANK THAT

BEST INDICATE HOW ACCURATELY
ONE OR THE OTHER ADJECTIVE
DESCRIBES WHAT THE STORE MEANS
TO YOU
PLEASE BE SURE TO MARK EVERY
SCALE, DO NOT OMIT ANY SCALE

FORM
HARRODS IS:
POWERFUL -- -- -- -- -- -- --WEAK
UNRELIABLE -- -- -- -- -- -- --RELIABLE
MODERN
-- -- -- -- -- -- --OLD
FASHIONED
COLD
-- -- -- -- -- -- --WARM
CAREFUL
-- -- -- -- -- -- --CARELESS

THE ACTUAL DESIGN OF A SEMANTIC

DIFFERENTIAL SCALE CAN VARY
FROM SITUATION TO SITUATION

IF A RESEARCHER IS INTERESTED IN
DEVELOPING A CREDIBILITY SCALE
THAT COULD BE USED BY REVLON TO
ASSESS THE CREDIBILITY OF
SUSHMITA SEN AS A
SPOKESPERSON IN TV OR PRINT
ADVERTISEMENTS FOR REVLON
BRANDS OF GROOMING PRODUCTS

THE RESEARCHER DETERMINES

THAT THE CREDIBILITY CONSTRUCT
CONSISTS OF THREE FACTORS

EXPERTISE
TRUSTWORTHINESS
ATTRACTIVENESS

WITH EACH FACTOR MEASURED

USING A SPECIFIC SET OF FIVE
BIPOLAR SCALES

EXAMPLE OF SEMANTIC
DIFFERENTIAL SCALE FORMAT FOR
SUSHMITA SEN AS A CREDIBILITY
SPOKESPERSON

NOW WITH RESPECT TO SUSHMITA SEN AS THE

SPOKESPERSON FOR REVLON GROOMING PRODUCTS,
WE WOULD LIKE TO KNOW YOUR OPINION ABOUT THE

EXPERTISE,
TRUSTWORTHINESS,
AND ATTRACTIVENESS
THAT YOU BELIEVE SHE BRINGS TO THE ADVERTISEMENT
EACH DIMENSION HAS FIVE FACTORS THAT MAY OR MAY
NOT REPRESENT YOUR OPINION

FOR EACH LISTED FACTOR, PLEASE

CHECK THE POINT THAT BEST
EXPRESSES YOUR OPINION ABOUT
THE FACTOR

EXPERTISE:
1

KNOWLEDGEABLE
EXPERT
SKILLED
QUALIFIED
EXPERIENCED

UNKNOWLEDGEABLE
NOT AN EXPERT
UNSKILLED
UNQUALIFIED
INEXPERIENCED

TRUST WORTHINESS
1

RELIABLE
SINCERE
TRUSTWORTHY
DEPENDABLE
HONEST

UNRELIABLE
INSINCERE
UNTRUSTWORTHY
UNDEPENDABLE
DISHONEST

ATTRACTIVENESS

SEXY
BEAUTIFUL
ATTRACTIVE
CLASSY
ELEGANT

NOT SEXY
UGLY
UNATTRACTIVE
NOT CLASSY
PLAIN

EXAMPLE:
A SEMANTIC DIFFERENTIAL SCALE
FOR MEASURING
SELF CONCEPTS
PERSON CONCEPTS
PRODUCT CONCEPTS

RUGGED

DELICATE

EXCITABLE

CALM

UNCOMFORTABLE

COMFORTABLE

DOMINATING

SUBMISSIVE

THRIFTY

INDULGENT

PLEASANT

UNPLEASANT

CONTEMPORARY

NON-CONTEMPORARY

ORGANIZED
RATIONAL
YOUTHFUL
FORMAL
ORTHODOX
COMPLEX
COLORLESS
MODEST

NO-ORGANIZED
EMOTIONAL
MATURE
INFORMAL
LIBERAL
SIMPLE
COLORFUL
VAIN

EXAMPLE Contd
INDICATE YOUR IMPRESSION OF
BUKHARA RESTAURANT BY
CHECKING THE LINE
CORRESPONDING TO YOUR OPINION
FOR EACH PAIR OF DESCRIPTORS

Convenient location
High prices
For me
Warm atmosphere
Wide menu
Fast service
High quality food
A special place

inconvenient location
low prices
not for me
cold atmosphere
limited menu
slow service
low quality food
an every day place

A SURVEY CAN BE ORGANIZED

WHERE IN RESPONDENTS COULD BE
ASKED TO GIVE THEIR OPINION ON
THESE PARAMETERS FOR A SET OF
RESTAURANTS LET US SAY
FRONTIER
TO BE COMPARED WITH
BUKHARA

A PERCEPTUAL DIAGRAM CAN BE

CONSTRUCTED THAT COULD GIVE US
AS TO
HOW
THE TWO RESTAURANTS ARE
PERCEIVED BY THE RESPONDENTS

Image Profile of Commuter Airlines versus Major Airlines

Source: J. Richard Jones and Sheila I. Cocke, A Performance Evaluation of Commuter Airlines: The Passengers
View, Proceedings: Transportation Research Forum 22 (1981), p. 524. Reprinted with permission.

BRAND PROFILING CAR CARE

A SIMILAR STUDY COULD BE

DESIGNED FOR IA AND
TRACKING
COULD BE UNDERTAKEN ON A REGULAR
INTERVAL - SAY AFTER EVERY THREE
MONTHS- TO HAVE A BETTER
UNDERSTANDING OF THE IAS FLYERS

EXAMPLE:
THE QUALITY OF FOOD
CHECK IN FACILITIES
CABIN CREWS RESPONSE TIME
ETC.
CAN BE EVALUATED USING THIS
TECHNIQUE

A SAMPLE OF FLIERS CAN BE

REQUESTED TO RATE THE FOOD
QUALITY ON A SCALE OF 1
(EXTREMELY POOR) TO 7 (EXTREMELY
GOOD)
THIS CAN BE COMPARED WITH THEIR
PERCEPTION OF IAS COMPETITOR

THIS COULD BECOME A RELEVANT

INPUT IN DECISION MAKING PROCESS
FOR THE IA MANAGEMENT TO
IMPROVE ITS BRAND IMAGE

LIKERT SCALE
AN ORDINAL SCALE FORMAT THAT ASKS
THE RESPONDENTS TO INDICATE
THE EXTENT TO WHICH
THEY AGREE OR DISAGREE
WITH A SERIES OF
MENTAL BELIEF OR BEHAVIORAL BELIEF
STATEMENTS ABOUT A GIVEN OBJECT

THIS SCALE WAS DEVELOPED BY

RENSIS LIKERT AND IS WIDELY USED
RATING SCALE

IN THE LIKERT SCALE, THE MATTER

OF CHOOSING
OPPOSITE ADJECTIVES
IS AVOIDED
RATHER, IT MAKES A STATEMENT OR POSES ONE
DESCRIPTION
(OR ADJECTIVE) FOR WHATEVER IS BEING
EVALUATED

THE RESPONDENT IS THEN GIVEN A

SCALE WHOSE POSITION RANGE
FROM
STRONGLY AGREE"
TO
STRONGLY DISAGREE"

THEY ARE ALSO CALLED SUMMATED

SCALES BECAUSE THE SCORES ON
THE INDIVIDUAL ITEMS ARE SUMMED
TO PRODUCE A TOTAL SCORE FOR
THE RESPONDENT

A LIKERT SCALE USUALLY CONSISTS

OF TWO PARTS:
ITEM PART
EVALUATIVE PART

THE ITEM PART IS ESSENTIALLY A

STATEMENT ABOUT A CERTAIN
PRODUCT
EVENT
OR ATTITUDE

THE EVALUATIVE PART IS A LIST OF

RESPONSE CATEGORIES RANGING
FROM STRONGLY AGREE TO
STRONGLY DISAGREE

AN IMPORTANT ASSUMPTION OF THIS

METHOD IS THAT EACH OF THE ITEMS
(STATEMENTS) MEASURES SOME
ASPECT OF SINGLE COMMON
FACTOR

OTHERWISE, THE ITEMS CANNOT

LEGITIMATELY BE SUMMED
IN OTHER WORDS,
THE RESULTING SCALE IS UNI
DIMENSIONAL

TO CONDUCT THE ANALYSIS, EACH

STATEMENT IS ASSIGNED A
NUMERICAL SCORE, RANGING
EITHER FROM -2 TO +2 OR 1 TO 5

THE ANALYSIS CAN BE CONDUCTED

ON:
AN ITEM BY ITEM BASIS (PROFILE
ANALYSIS)
OR A TOTAL (SUMMATED) SCORE CAN
BE CALCULATED FOR EACH
RESPONDENT BY SUMMING UP
ACROSS ITEMS

EXAMPLE:
LET US LOOK AT A SET OF TEN
STATEMENTS WHICH REFLECT THE
ATTITUDE OF AN INDIAN AIRLINES
FLYER
WE LIKE TO EVALUATE THESE
STATEMENTS IN TERMS OF FLYER
PERCEPTION ABOUT INDIAN AIRLINES

EACH STATEMENT SHALL BE EVALUATED

ON A SCALE OF 1 TO 5
1-STRONGLY DISAGREE
2-DISAGREE
3-NEITHER AGREE NOR DISAGREE
4-SOMEWHAT AGREE
5-STRONGLY AGREE

IA IS ALWAYS ON TIME
THE SEATS ARE VERY COMFORTABLE
I LOVE THE FOOD THEY PROVIDE
THEIR AIR HOSTESSES ARE VERY
BEAUTIFUL
MY BOSS/FRIEND FLIES WITH IA

 IA HAS YOUNGER AIRCRAFTS

I GET ADVANTAGE OF FREQUENT FLIER
PROGRAM
IT(THE FLIGHT TIMING) SUITS MY
SCHEDULE
MY WIFE/MOM FEELS SAFE WHEN I FLY IA
FLYING IA COMPLEMENTS MY LIFE STYLE
AND SOCIAL STANDING IN THE SOCIETY

A SAMPLE OF FLYERS CAN BE

REQUESTED TO BE A PART OF
SURVEY WHERE IN EACH OF THE
FLYER SHALL EVALUATE EACH
STATEMENT AND ASSIGN A VALUE
RANGING FROM 1 TO 5 DEPENDING
UPON HIS AGREEING OR
DISAGREEING WITH THE STATEMENT

THEN A SCORE CAN BE ARRIVED AT

FOR
- EACH INDIVIDUAL
- AND TOTAL SCORE GIVEN TO EACH
STATEMENT BY FLIERS

AND THE STATEMENTS HAVING

LOWER/ HIGHER SCORE REFLECT
THE PERCEPTION OF THE FLYER
ABOUT THE IA
ACCORDINGLY IA CAN REPOSITION IT
SELF VIS A VIS ITS COMETITORS

STAPEL SCALE:
THE STAPEL SCALE IS A
SIMPLIFICATION OF THE SEMANTIC
DIFFERENTIAL
DEVELOPED BY JAN STAPEL

UNIPOLAR SCALE WITH 10 CATEGORIES

NUMBERED FROM - 5 TO +5, WITHOUT A
NEUTRAL POINT (ZERO),
WITH VALUES PROGRESSIONS RANGING
FROM POSITIVE TO NEGATIVE WHICH
MEASURE DIRECTION AND INTENSITY
SIMULTANEOUSLY

USUALLY PRESENTED VERTICALLY

RESPONDENTS ARE ASKED TO
INDICATE THE OBJECT BY SELECTING
A NUMERICAL RESPONSE CATEGORY

THE HIGHER THE POSITIVE SCORE,

THE BETTER THE ADJECTIVE
DESCRIBES THE OBJECT

THE MAIN VIRTUE OF THIS SCALE IS

THAT IT IS EASY TO ADMINISTER AND
CONSTRUCT BECAUSE THERE IS NO
NEED TO PROVIDE ADJECTIVES OR
PHRASES TO ASSURE BI-POLARITY

A Stapel Scale for Measuring a Stores Image

Source: Dennis Menezes and Norbert F. Elbert, Alternative Semantic Scaling

Formats for Measuring Store Image: An Evaluation, Journal of Marketing Research,
February 1979, pp. 8087. Reprinted by permission of the American Marketing
Association.

EXAMPLE:
APPLICATION OF STAPEL SCALE FOR THE RETAIL STORE
IMAGE STUDY
+5
+4
+3
+2
+1
WIDE
SELECTION

+5
+5
+4
+4
+3
+3
+2
+2
+1
+1
LESSER
HIGH
KNOWN
QUALITY
BRAND
-1
-1
-1
-2
-2
-2
-3
-3
-3
-4
-4
-4
-5
-5
-5
_____________________________________________

EXAMPLE : BANK STUDY

-5 -4 -3 -2 -1 +1 +2 +3 +4 +5
SERVICE IS COURTEOUS

LOCATION IS CONVENIENT

HOURS ARE CONVENIENT

LOAN INTERSET RATES ARE HIGH

Summary of Advantages and Disadvantages of Rating Scales

SORTING
Sorting Tasks
Require that respondents indicate their attitudes or beliefs by arranging
items on the basis of perceived similarity or some other attribute.
Example:
Here is a sheet that lists several airlines. Next to the name of each airline is a pocket.
Here are ten cards. I would like you to put these cards in the pockets next to the
airlines you would prefer to fly on your next trip. Assume that all of the airlines fly to
wherever you would choose to travel. You can put as many cards as you want next to
an airline, or you can put no cards next to an airline.
Cards
American Airlines_____
Delta Airlines _____
United Airlines
_____
Southwest Airlines_____
Northwest Airlines_____