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Comparative Scaling Some Key Concepts Measurement Assigning numbers or other symbols to characteristics of objects being measured according to predetermined rules Concept or Construct A generalized idea about a class of objects attributes occurrences or processes Relatively concrete constructs Age gender number of children education income Relatively abstract constructs Brand loyalty personality channel power satisfaction Some Key Concepts Scaling The generation of a continuum upon which measured objects are located Scale A quantifying measure a combination of items that is progressively arranged according to value or magnitude Purpose is to quantitatively represent an item s person s or event s place in the scaling continuum Primary Scales of Measurement Primary Scales Nominal Scale Ratio Scale Ordinal Scale Interval Scale Primary Scales of Measurement Nominal A scale in which the numbers or letters assigned to objects serve as labels for identification or classification Ordinal A scale that arranges objects or alternatives according to their magnitude in an ordered relationship Primary Scales of Measurement Interval A scale that both arranges objects according to their magnitudes and Distinguishes the ordered arrangement in units of equal intervals I e indicate order and measure order or distance in units of equal intervals Primary Scales of Measurement Ratio A scale that has absolute rather than relative quantities and an absolute zero where a given attribute is absent Money weight are good examples of attributes that possess absolute zeros and interval properties Primary Scales of Measurement Scale Nominal Numbers Assigned to Drivers Cars 1 Ordinal Rank Order of race finishers Third Place Interval Championship Points earned 170 175 185 Time to Finish behind winner 5 1 2 3 0 0 Ratio 31 Second Place 88 First Place Classifying Scaling Techniques Comparative Scales Involve the direct comparison of two or more objects Noncomparative Scales Objects or stimuli are scaled independently of each other Classifying Scaling Techniques Scaling Techniques Noncomparative Scales Comparative Scales Paired Comparison Constant Sum Rank Order Continuous Rating Scales Itemized Rating Scales Likert Stapel Semantic Differential Paired Comparison Scaling Respondent is presented with two objects at a time Then asked to select one object in the pair according to some criterion Data obtained are ordinal in nature Arranged or ranked in order of magnitude Easy to do if only a few items are compared If number of comparisons is too large respondents may become fatigued and no longer carefully discriminate among them Paired Comparison Scaling Example For each pair of professors please indicate the professor from whom you prefer to take classes with a 1 Cunningham Cunningham Day Parker Thomas 0 0 0 1 0 Day 1 Parker 1 0 Thomas 1 1 1 0 of times preferred 3 1 2 0 0 Rank Order Scaling Respondents are presented with several objects simultaneously Then asked to order or rank them according to some criterion Data obtained are ordinal in nature Arranged or ranked in order of magnitude Commonly used to measure preferences among brands and brand attributes Rank Order Scaling Please rank the instructors listed below in order of preference For the instructor you prefer the most assign a 1 assign a 2 to the instructor you prefer the 2nd most assign a 3 to the instructor that you prefer 3rd most and assign a 4 to the instructor that you prefer the least Instructor Ranking Cunningham 1 Day 3 Parker 2 Thomas 4 Constant Sum Scaling Respondents are asked to allocate a constant sum of units among a set of stimulus objects with respect to some criterion Units allocated represent the importance attached to the objects Data obtained are interval in nature Allows for fine discrimination among alternatives Constant Sum Scaling Listed below are 4 marketing professors as well as 3 aspects that students typically find important For each aspect please assign a number that reflects how well you believe each instructor performs on the aspect Higher numbers represent higher scores The total of all the instructors scores on an aspect should equal 100 Instructor Availability Fairness Easy Tests Cunningham 30 35 25 Day 30 25 25 Parker 25 25 25 Thomas 15 15 25 Sum Total 100 100 100 Non Comparative Scaling Classifying Noncomparative Scaling Techniques Noncomparative Rating Scales Continuous Rating Scales Semantic Differential Itemized Rating Scales Stapel Likert Continuous Rating Scale Example Very Poor 0 X 10 20 30 40 50 60 70 80 90 Very Good 100 Method of Summated Ratings The Likert Scale Extremely popular means for measuring attitudes Respondents indicate their own attitudes by checking how strongly they agree disagree with statements Response alternatives strongly agree agree uncertain disagree and strongly disagree Generally use either a 5 or 7 point scale Semantic Differential Scales A series of numbered usually seven point bipolar rating scales Bipolar adjectives for example good and bad anchor both ends or poles of the scale A weight is assigned to each position on the rating scale Traditionally scores are 7 6 5 4 3 2 1 or 3 2 1 0 1 2 3 Semantic Differential Scales for Measuring Attitudes Toward Tennis Exciting Calm Interesting Dull Simple Complex Passive Active Stapel Scales Modern versions of the Stapel scale place a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives The advantage and disadvantages of a Stapel scale as well as the results are very similar to those for a semantic differential However the Stapel scale tends to be easier to conduct and administer A Stapel Scale for Measuring a Store s Image Department Store Name 3 2 1 Wide Selection 1 2 3 Graphic Rating Scales A graphic rating scale presents respondents with a graphic continuum Graphic Rating Scale Stressing Pictorial Visual Communications 3 Very Good 2 1 Very Poor Balanced and Unbalanced Scales Balanced Scale Surfing the Internet is Unbalanced Scale Surfing the Internet is Extremely Good Extremely Good Very Good Very Good Good Good Bad Somewhat Good Very Bad Bad Extremely Bad Very Bad Summary of Itemized Rating Scale Decisions 1 Number of categories While there is no single optimal number traditional guidelines suggest that there should be between five and nine categories 2 Balanced vs unbalanced 3 Odd or even number of categories In general the scale should be balanced to obtain objective data If


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JSU MKT 497 - Comparative Scaling

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