1. The document discusses various methods of measurement and scaling used in marketing research, including nominal, ordinal, interval, and ratio scales. 2. Comparative scaling techniques like paired comparisons, rank ordering, and constant sum are described and compared to noncomparative rating scales. 3. Factors like sample characteristics, research objectives, and cross-cultural contexts are important considerations in selecting the appropriate scale of measurement. Ethical practices around informed consent and data anonymity are also discussed.

1. Chapter 8
Presented by : Ashraf Hatem Hlouh
Course name: Marketing Research course
Measurement and scaling: Fundamentals
and Comparative Scaling

2. Review
Figure1.7

3. Objective
1. Introduce the concepts of measurement and scaling
and show how scaling may be considered an
extension of measurement.
2. Explain the characteristics of description, order,
distance, origin and who they define the level of
measurement of scale.
3. Discuss the primary scale of measurement of
differentiate nominal, ordinal, interval and ratio
scales.
4. Classify and discuss scaling technique as
comparative and Noncomparative, and describe
the comparative techniques of paired comparison,
rank order , constant sum, and Q-sort scaling

4. 5. Discuss the considerations involved in implementation
the primary scales of measurements in an
international setting.
6. Understand the ethical issue involved in selecting
scale of measurement.
7. Discuss the use of the internet and computers in
implementation the primary scales of measurement.

5. Measurement and Scaling
Measurement: the assignment of numbers of other
symbols to characteristics of objects according to
certain prespecified rules.
In marketing research, numbers are usually
assigned for one of two reasons.
1. Numbers permit statistical analysis of resulting data
1. Numbers facilitate the communication rules and result.

6. Scaling: the generation of a continuum upon which
measured objects are located, also involves
creating a continuum upon which measured
objects are located.
 Is process of placing the respondent on
continuum with respect to their attitude toward
department store.
 1 = extremely unfavorable , 100 = extremely
favorable

7. Scale Characteristics and Levels of
Measurement
These characteristics are description, order, distance, and
origin, and together they define the level of
measurement of a scale.
Description: the unique labels or descriptors that are
used to designate each value of scale .all scale
process description..
 We mean the unique labels or descriptors that are used to
designate each value of scale.
 Ex: 1 = Male , 2 = Female
 All scales have unique labels or descriptors that are used to
define the scale value or response options.

8. Order: the relative size or positions of descriptors,
order is denoted by descriptors such as great than,
less than, and equal to.
 By order we mean the relative size or position of the
descriptors.
 Ex: greater than, less than, equal than.
Distance: the characteristics of distance mean that
absolute differences between the scale descriptors
are known and may be expressed in units.
 Distance mean that absolute differences between the scale
descriptors are known and may be expressed in units.
 Notice that a scale that has distance also has order.

9. Origin: the origin characteristic means that the
scales has a unique or fixed beginning or
true zero point.
 A scale that has origin also has distance (and order and
description).
 Many scale used in marketing research do not have a
fixed origin or true zero point, as disagree-agree scale
considered earlier under description.
 This scale could just as easily have been defined as 0 =
strongly disagree, 1 = disagree, 2 = neither agree nor
disagree, 3 = agree, and 4 = strongly, with 0 as origin.
 Description is the most basic characteristics that is present
in all scales.

10. Primary Scales Measurement
There are four primary scales of
measurements:
1. Nominal
2. Ordinal
3. Interval
4. Ratio
pdfmeaslev2.pdf

11. 1. Nominal
 A scale whose numbers serve only as labels or tags for
identifying and classifying objects. When used for
identification, there is strict one-to-one correspondence
between the numbers and the objects.
 Is figurative labeling scheme in which the numbers serve
only labels or tags for identifying and classifying objects.
 In marketing research , nominal scale are used.
 The numbers on a nominal scale do
.

12.  The only permissible operation on the numbers in a
nominal scale is counting only a limited number of
statistics , all of which are based on frequency counts, are
permissible these include percentages, mode, chi-square,
and binomial tests.
 Figure8.1
 Table 8.1

13. 2. Ordinal:
 Ranking scale in which numbers are assigned to
objects to indicate the relative extent to which some
characteristics is possessed. Thus it is possible to
determine whether an object has more or less of
characteristics than some other object.
 An ordinal scale indicates .
 Common example of ordinal scale include
, and .
 In marketing research ordinal scale used to measure
relative attitude, opinions , and .
Ordinal

14. 3. Interval
 A scale in which the numbers are used to rate objects
such that numerically
 There is a or interval between scale
values.
 An interval scale, the location of the zero point is not
fixed( any positive linear transformation of the form
(y=a+bx)
 Interval

15. 4. Ratio
 The , it allows the researcher to identify or
classify objects, and compare intervals or differences. It is
also to compute ratios of scale values.
 Is a possesses all the properties of the nominal, ordinal,
and interval scale and , in addition an absolute zero point.
 It is also meaningful to compute ratios of scale values.
 In the marketing, , , , and
are available measure on ratio scale.
 Ratio scales allow only proportionate transformation of
the form y=bx .
. These
include specialized statistics as geometric mean, harmonic
mean, and coefficient of variation.
 Figure8.2

16. Comparison of Scaling Techniques
The scaling techniques commonly employee in
marketing research can be classified into:
1.Comparative scales
i. Paired comparison scaling
ii. Rank order scaling
iii. Constant sum scaling
2. Noncomparative scales:
i. Continuous rating scales
ii. Itemized rating scales
likert scale
semantic differential
stapel scales question types

17. 1.Comparative scales
 Is one of two types of scaling techniques in which
there is direct comparison of stimulus objects with
one others.
 Involve of stimulus objects.
 Comparison scales include ,
, , , and .
 Advantages
 Comparative scales are and can be applied
easily.
 They involve .
or carryover effects from one judgment
to another.
 Disadvantage
 The ordinal nature of the data and the
beyond the comparative scales.

18. 2.Noncomparative scales:
 one of two types of scaling techniques in which
each stimulus object is of other
objects in the stimulus set.
 Also referred to as or .
 Each object is scaled of the others in
the stimulus set.
 The rating scales can be further classified
as likert, semantic differential, or stapel scales.
 It is the most widely used scaling technique in
marketing research.

19. Comparative Scaling Techniques
1. Paired comparison scaling
2. Rank order scaling
3. Constant sum scaling
4. Q-Sort and Other Scaling

20. 1.Paired comparison scaling:
 Is a comparative scaling technique in which a
at a time and
asked to select on object in pair according to
some criterion. The data obtained are in
nature.
 Advantage
 Its name , a respondent is presented with two
objects and asked to select one according to some
criterion.
 Paired comparison scale are the stimulus
objects are .
 Figure8.3

21.  Paired comparison data .
The researcher can calculate the percentage of
respondent who prefer one stimulus to another by
summing the matrices, for all respondents, dividing the
sum by number of respondent and multiplying by 100.
 Paired comparison scaling is when the
 Disadvantage
 With number of brands it will be .
of the assumption of may occurs.
to the marketplace situation that
involves selection from multiple alternatives.
 The respondent may prefer one object to certain others.

22. 2.Rank order scaling
 comparative scaling technique in which
respondents are presented with
simultaneously and asked to order or rank them
according to some criterion.
 Advantage
 The respondent are presented with several objects
simultaneously and
.
 Figure8.4
 Rank order scaling is commonly used to measured
.
 Rank order data are obtained from
respondents in .

23.  If there is n stimulus objects, only (n-1) scaling decisions
need be made in rank order scaling, in paired
comparison scaling {n(n-1)/2} decision would be required
.
 Rank order data can be
, and .
 It is using
the Thurston case V procedure
 Disadvantage
 This technique produces only .

24. 3.Constant sum scaling:
 Is a comparative scaling technique in which
respondents are required to
of its as points, dollars, chits, stickers, or
chips, among a set of stimulus objects with
respect to some criterion.
 Advantage
 Respondents , such as
points, dollars, or chips, among a set of stimulus objects
with respect to some criterion.
 Figure8.5

25.  The respondents may be asked to to
attributes of a product in a way that reflect the importance they
attach to each attribute.
 Constant sum scale it allows for fine among
stimulus objects .
 Disadvantage
 Respondent may
.
 Potential problem is if too few units, use large
number of units may be too taxing on respondent cause
confusion and fatigue

26. 4. Q-Sort and Other Scaling
A comparative scaling technique that uses a
rank order procedure to
.
 Q-Sort scaling was developed to
among a relatively large number of objects.
 This technique in which
objects are sorted into bills based on similarity with
respect some criterion.
 The of objects to be sorted

27.  It is estimation.
 They assign a number between 0 to 100 to each
statement to indicate the of their
or .
 Finally , mention must be made of Guttman scaling, or
scalogram analysis, which is procedure
into an
internally consistent, unidimensional scale.

28. International Marketing Research
 Respondent in many , due to higher
education and consumer sophistication levels, are quite
used to providing response on and .
 Hence, these respondents experience in
expressing the required by and
.
can therefore, be best measured by using
.
 The advantage of selecting the primary scale to match
the profile of the target respondent is well illustrated by
the .
 It should be noted that comparative scale, except for
paired comparisons, , required
comparisons of multiple stimulus objects and therefore,
.

29. Ethics in Marketing Research
 Information on might best be
obtained by giving respondent (reader and nonreader)
several cards, each listing one personality
characteristics.
 The respondents asked to sort the cards and to rank-
order the personality characteristic listing, in order,
those they believe describe their personality best first
and those that do not describe themselves last.
 It is of the researcher to obtain the data that
are most appropriate, given the research question.

30.  If, after collection, client wishes to know how the reader
and the nonreaders differed, the
and use
 Ethical considerations require that the
be used in order to get the data needed to answer
the research questions and test hypotheses.
 The internet, as well as several specialized computer
programs, are available to implement the different types
of scale
 Figure8.7