Chapter 8
Chapter VIII
Measurement and
Scaling: Fundamentals and Comparative Scaling
Chapter Outline
1) Overview
2) Measurement and Scaling
3) Primary Scales of Measurement
i. Nominal Scale ii. Ordinal Scale iii. Interval Scale iv. Ratio Scale
4) A comparison of Scaling Techniques
Chapter Outline (cont.)
5) Comparative Scaling Techniques
6) Verbal Protocols
7) International Marketing Research
8) Ethics in Marketing Research
MEASUREMENT AND SCALING
Measurement: The assignment of numbers or other symbols to characterize an object.
Rule: Numbers are usually assigned for statistical analysis and for better communication.
Scaling: It involves creating a range upon which measured object is located.
Such as, we want to record the perception of the consumer towards super shop with a range of 1 to
10 where 1 is strictly disagree and 10 is strictly agree. 1 to 10 is scaling and customer’s response of 10 is the measurement.
OTHER CONCEPTS IN SCALING AND MEASUREMENT
Description: It means unique labels or descriptions used to designate each value. Such as, 1 = Strongly disagree.
Order: It means relative sizes of the descriptors.
4 = Agree but 5 = strongly agree
Distance: It means absolute differences between the scale descriptors are known or may be expressed in units. Such as, 5 is 1 unit more than
4 in the scale.
Origin: This means the scale has a unique or fixed beginning or true zero point.
EXAMPLES
SCALES OF MEASUREMENT
1.
2.
3.
4.
Nominal scale: It is a figurative labeling in which numbers serve only as labels or tags NOT positions.
Each number assigned to one object. For instance:
Messy wears jersey no 10.
Ordinal scale: Numbers are assigned according to ranking of the objects. For instance, 1st place, 2nd place and 3rd place.
Interval scale: In this approach numbers are used to rate objects such that numerically equal distance represents equal distance in the characters being measured. Such as, 9.5 is 1 point more than 8.5. In last slide the scale
Measurement and
Scaling: Fundamentals and Comparative Scaling
Chapter Outline
1) Overview
2) Measurement and Scaling
3) Primary Scales of Measurement
i. Nominal Scale ii. Ordinal Scale iii. Interval Scale iv. Ratio Scale
4) A comparison of Scaling Techniques
Chapter Outline (cont.)
5) Comparative Scaling Techniques
6) Verbal Protocols
7) International Marketing Research
8) Ethics in Marketing Research
MEASUREMENT AND SCALING
Measurement: The assignment of numbers or other symbols to characterize an object.
Rule: Numbers are usually assigned for statistical analysis and for better communication.
Scaling: It involves creating a range upon which measured object is located.
Such as, we want to record the perception of the consumer towards super shop with a range of 1 to
10 where 1 is strictly disagree and 10 is strictly agree. 1 to 10 is scaling and customer’s response of 10 is the measurement.
OTHER CONCEPTS IN SCALING AND MEASUREMENT
Description: It means unique labels or descriptions used to designate each value. Such as, 1 = Strongly disagree.
Order: It means relative sizes of the descriptors.
4 = Agree but 5 = strongly agree
Distance: It means absolute differences between the scale descriptors are known or may be expressed in units. Such as, 5 is 1 unit more than
4 in the scale.
Origin: This means the scale has a unique or fixed beginning or true zero point.
EXAMPLES
SCALES OF MEASUREMENT
1.
2.
3.
4.
Nominal scale: It is a figurative labeling in which numbers serve only as labels or tags NOT positions.
Each number assigned to one object. For instance:
Messy wears jersey no 10.
Ordinal scale: Numbers are assigned according to ranking of the objects. For instance, 1st place, 2nd place and 3rd place.
Interval scale: In this approach numbers are used to rate objects such that numerically equal distance represents equal distance in the characters being measured. Such as, 9.5 is 1 point more than 8.5. In last slide the scale