SCALING

TECHNIQUE
S
 SCALING
Scaling is the extension of measurement.
It is the process of placing the respondents on
continuum
 SCALING TECHNIQUES

COMPARITIVE NON
SCALE / COMPARITIVE
RANKING SCALING /
SCALES RATING SCALES
 NON COMPARITIVE
SCALES

vCONTINOUS RATING
SCALE
vITEMIZED RATING
SCALE
 PAIRED
COMPARISION
v USED FOR STUDYING PHYSICAL
PRODUCTS

v INCLUDES TWO OBJECTS FOR

RESPONDENT’S RESPONSE

v SELECTION OF ONE ACCORDING TO

DESCRIBED CRITERIA
EXAMLPLE
 RANK ORDER SCALING
v RANKS HAVE TO BE GIVEN
ACCORDING TO THE
DESCRIBED CRITERIA
v CREATE MORE PRACTICAL
SITUATION THINGS WHICH
ARE TO BE RANK
EXAMPLE
 CONSTANT SUM SVALE
v RESPONDENTS ALLOCAT 100 POINTS
ON THE BASIS OF DIFFERENT ATTRIBUTE
OF THE PRODUCTS
NON COMPARITVE
SCALES
CONTINOUS RATING SCALE
RESPONDENTS RATE THE OBJECTIVES BY
PLACING A MARK AT THE
APPROPRIAATE POSITION
INCLUDES LINE THAT RUNS FROM ONE
EXTREME OF THE VARIABLE TO THE
OTHER
LINE MAY BE VERTICAL OR HORIZONTAL
 EXAMPLES
Big bazaar as a departmental store
Version 1
Probably the worst _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ Probably The Best

Version 2
Probably the worst _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ Probably The Best
10 20 30 40 50 60 70 80 90 100

Version 3
Very Bad Neither Good Nor Bad Very GooD
Probably the worst _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ Probably The Best
10 20 30 40 50 60 70 80 90 100
 ITEMIZED RATING SCALE

In Itemized scales respondents are

provided with brief description
representing categories along the scale.

Respondents required to select the specific

category that best describe the objects
being rated
Types of Itemized Scale

LINKERT SCALE
SEMANTIC
DIFFERNTIAL SCALE
STAPEL SCALE
 LINKERT SCALE

Respondents required to indicate the

degree of agreement and disagreement
with each of the series about the same
product
Each scale has five categories from “
Strongly Disagree ” t o “ Strongly
Agree.”
Each statement is assigned a score from
-2 to +2 or 1 to 5.
EXAMPLE
SEMANTIC DIFFERENTIAL
SCALE
It is 7 point scale with end points having
semantic meaning
Example
Big Bazaar is
Unreliable __ __ __ __ __ __ __ Reliable
Modern __ __ __ __ __ __ __ Old fashion
Costly __ __ __ __ __ __ __ Cheap

It can score as 1 to 7 or -3 to +3
 STAPEL SCALE

Staple scale contains 10

categories numbered from -5 to
+5
This is the vertical scale
Objects are identify by
providing the numbers
selecting by the respondents
EXAMPLE OF INFOSYS
THANK
S