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Paired Rank Constant Q-Sort and Continuous Itemized Rating Scales Rating Comparison Order Sum Other Scales Procedures Like rt Semantic Differential Stape l
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comparison of stimulus objects. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.
scaled independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio 5/5/12 scaled.
Same known reference points for all Easily understood and can be applied. Involve fewer theoretical assumptions. Tend to reduce halo or carryover effects
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Comparative Scaling Techniques: Paired Comparison A respondent is presented with two objects and Scaling one according to some criterion. asked to select
The data obtained are ordinal in nature. Paired comparison scaling is the most widely
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Obtaining Shampoo Preferences Using Paired going to present you with ten pairs of Comparisons Instructions: We are
shampoo brands. For each pair, please indicate which one of the two brands of shampoo you would prefer for personal use. Recording Form:
aA 1 in a particular box means that the brand in that column was preferred over the brand in the corresponding row. A 0 means that the row brand was preferred over the column brand. bThe number of times a brand was preferred is obtained by summing the 1s in each column.
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is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1,000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the consumers purchasing decision, may not be a good indicator of performance in the marketplace. The introduction of New Coke illustrates this point. New Coke was heavily favored in blind paired comparison taste tests, but its introduction was less than successful, because image plays a major role in the purchase of Coke.
Respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. the brand ranked 1 in an absolute sense. in ordinal data.
It is possible that the respondent may dislike Furthermore, rank order scaling also results Only (n - 1) scaling decisions need be made
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Instructions: Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of 10. No two brands number. should receive the same rank
6. Aquafresh _________ 7. Close Up 8. Pepsodent 9. Miswak 10. Emoform _________ _________ _________ _________
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one item with another or a group of items against each other and ranks them
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of the scale.
Instructions Please allocate 100 points among the attributes so that your allocation reflects the relative importance you attach to each attribute. The more points an attribute receives, the more important the attribute 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 should receive twice as many points.
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Divide 100 points among the following attributes of a PC Clock Speed: 30 Hard drive size: 20 RAM size: 10 Price: 40
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Importance of Bathing Soap Attributes Using a Constant Sum Scale Form Average Responses of Three Segments
Segment II Segment III 8 1. Mildness 2 2. Lather 3 3. Shrinkage 5 4. Price 39 5. Fragrance 7 6. Packaging 7. Moisturizing 5 1 8. Cleaning Power Sum 10 3
0
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Attribute
Segment I
4 1 7 7 9 1 99 2 1 0 10 5 0
2 4 9 1 70 5 3 6 10 0 0
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and for this reason non-comparative scales are often referred to as monadic scales. and itemized rating scales.
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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 form of the continuous scale may vary considerably.
How would you rate ----------- as a department store? Version 1 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - --Probably the 5/5/12 best
has a number or brief description associated with each category. position, and the respondents are required to select the specified category that best describes the object being rated. Likert, semantic differential, and Stapel scales.
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Likert Scale
Requires respondent to indicate degree of
agreement or disagreement with a variety of statements related to the attitude object Typically used for intangible constructs. Each item (statement) measures some aspect of the common construct. Scores on individual items are summed to give total score for respondents
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Likert Scale
The Likert scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects.
Strongly Disagree Neither disagree agree nor disagree 1. --------sells high quality merchandise. 2. --------- has poor in-store service. 1 3. 5/5/12 shop at ----------------. I like to 1 2 3X 4 5 2X 3 4 5 1 2X 3 4 5 Agree Strongly agree
Likert Scale
Satisfaction survey for a bank:
Strongly Strongly Disagree Disagree Neutral Agree Agree
1. The bank offers courteous service 2. The bank has convenient locations 3. The bank has convenient hours 4. The bank offers low interest rate loans Together, the 4 items 5/5/12 constitute the
Unbalance Jovan Musk for Men is: d Scale Extremely good Very
Very good Good Somewhat good Bad Very bad Good
CONSTRUCT
Attitude Importance Satisfaction Purchase Intent Purchase Freq Very Bad Not all All Important Very Dissatisfied Definitely will Not Buy Never Bad
SCALE DESCRIPTORS
Neither Bad Nor Good Neutral Neither Dissat Nor Satisfied Might or Might Not Buy Sometimes Probably Will Buy Often Definitely Will Buy Very Often Good Important Satisfied Very Good Very Important Very Satisfied
number of five or seven-point rating scales bounded by polar adjectives or phrases With bipolar scale, the midpoint is a neutral point Used for image analysis, profile analysis
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The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning. --------- IS: Powerful --:--:--:--:-X-:--:--: Weak Unreliable Modern
--:--:--:--:--:-X-:--: Reliable
--:--:--:--:--:--:-X-: Old-fashioned
The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or very negative 5/5/12 attitudes, to mark the right- or left-hand sides without
meaningful in market being studied and often correspond to product/service attributes Place negative pole on either side Category increments are treated as interval scales so group mean values can be computed for each object on each scale
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scale for visual comparison Overall comparison of brands hard to grasp with many brands and attributes Not all attributes are independent
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A Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product Concepts
1) Rugged 2) Excitable
3) Uncomfortable :---:---:---:---:---:---:---: Comfortable 4) Dominating :---:---:---:---:---:---:---: Submissive 5) Thrifty :---:---:---:---:---:---:---: Indulgent 6) Pleasant :---:---:---:---:---:---:---: Unpleasant
Scale Configurations
1) Very harsh 2) Very harsh --1 ----2 3 --4 --5 --6 --7 Very gentle Very gentle
3) . Very harsh . . . Neither harsh nor gentle Tide . . . Very gentle 4) ____ ____ ____ ____ ____ Very Harsh Somewhat Neither harsh Somewhat harsh harsh nor gentle gentle 5) Very harsh -3
-2
Very
+1
gentle +2
+3
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Stapel Scale
The Stapel scale is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero). This scale is usually presented vertically.
Exampl es
Reaction T to commerci V als
Advanta ges
Easy to construct
Disadvanta ges
Scoring can cumberso be unle me computeri ss zed
Likert Scale
Degrees agreement on a of (strongly 1 to 5 (strongly disagree) sc agree) al Se - point e with ve bipolar scale labels n Unipolar - poi sca ten - 5 to nt wi a le, ut +5, point neutral th (zero) o
Measureme of nt attitudes
More ti - consum m ing e Controversy to as whether data the are interval Confusing difficult to and apply
Bran product, d, compa and ima ny ges Measureme of nt and attitudes images
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3) Odd/even no. of categories If a neutral or indifferent scale response is possible for at least some respondents, an odd number of categories should be used 4) Forced vs. non-forced In situations where the respondents are expected to have no opinion, the accuracy of the data may be improved by a non-forced scale 5) Verbal description 5/5/12 or An argument can be made for labeling all
Smiling Face Scale Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5. Form: 1
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Scale Evaluation
Scale Evaluation Reliability Test/ Alternativ Retest e Forms Internal Conten Consistenc t y Validity Generalizability
Criterion Construct
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Measurement Accuracy
The true score model provides a framework for understanding the accuracy of measurement. XO = XT + XS + XR where XO = the observed score or measurement
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Reliability
Reliability can be defined as the extent to
which measures are free from random error, XR. If XR = 0, the measure is perfectly reliable.
In test-retest reliability, respondents are
administered identical sets of scale items at two different times and the degree of similarity between the two measurements is determined.
equivalent forms of the scale are constructed and the same respondents are measured at two different times, with a different form being used 5/5/12 time. each
Reliability
Internal consistency reliability determines
the extent to which different parts of a summated scale are consistent in what they indicate about the characteristic being measured.
are divided into two halves and the resulting half scores are correlated.
the average of all possible split-half coefficients resulting from different ways of splitting the 5/5/12 scale items. This coefficient varies from 0 to 1,
Validity
The validity of a scale may be defined as the
extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random error. Perfect validity requires that there be no measurement error (XO = XT, XR = 0, XS = 0). evaluation of how well the content of a scale represents the measurement task at hand. performs as expected in relation to other 5/5/12 variables selected (criterion variables) as
Validity
Construct validity addresses the question of
what construct or characteristic the scale is, in fact, measuring. Construct validity includes convergent, discriminant, and nomological validity. scale correlates positively with other measures of the same construct. measure does not correlate with other constructs from which it is supposed to differ.
reliable. In this case XO = XT, XR = 0, and XS = 0. valid, since at a minimum XO = XT + XR. Furthermore, systematic error may also be present, i.e., XS0. Thus, unreliability implies invalidity.
not be perfectly valid, because systematic error 5/5/12 may still be present (XO = XT + XS).
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