Marketing

Definition: Stapel Scale is a unipolar (one adjective) rating scale designed to measure the respondent’s attitude towards the object or event. The scale is comprised of 10 categories ranging from -5 to +5 without any neutral point (zero). The stapel scale got its name after its developer Jan Stapel. The scale is usually constructed vertically with a single adjective in the … [Read more...] about Stapel Scale

Definition: The Semantic Differential Scale is a seven-point rating scale used to derive the respondent’s attitude towards the given object or event  by asking him to select an appropriate position on a scale between two bipolar adjectives (such as “warm” or “cold”, “powerful” or “weak”, etc.) For example, the respondent might be asked to rate the following five attributes … [Read more...] about Semantic Differential Scale

Definition: A Likert Scale is a scale used to measure the attitude wherein the respondents are asked to indicate the level of agreement or disagreement with the statements related to the stimulus objects. The Likert Scale was named after its developer, Rensis Likert. It is typically a five response category scale ranging from “strongly disagree” to “strongly agree”. The … [Read more...] about Likert Scale

Definition: The Itemized Rating Scale is an Ordinal Scale that has a brief description or numbers associated with each category, ordered in terms of scale positions. The respondents are asked to select the category that best describes the stimulus object being rated. The following are the most commonly used itemized rating scales: Likert Scale: A Likert Scale is a scale … [Read more...] about Itemized Rating Scale

Definition: The Continuous Rating Scale is a Noncomparative Scale technique wherein the respondents are asked to rate the stimulus objects by placing a point/mark appropriately on a line running from one extreme of the criterion to the other variable criterion. The continuous rating scale is also called as a Graphic Rating Scale. Here the respondent can place a mark anywhere … [Read more...] about Continuous Rating Scale

Definition: The Q-Sort Scaling is a Rank order scaling technique wherein the respondents are asked to sort the presented objects into piles based on similarity according to a specified criterion such as preference, attitude, perception, etc. In other words, a scaling technique in which the respondents sort the number of statements or attitudes into piles, usually of 11, on … [Read more...] about Q-Sort Scaling

Definition: The Constant Sum Scaling is a technique wherein the respondents are asked to allocate a constant sum of units, such as points, dollars, chips or chits among the stimulus objects according to some specified criterion. In other words, a scaling technique that involves the assignment of a fixed number of units to each attribute of the object, reflecting the … [Read more...] about Constant Sum Scaling

Definition: The Rank Order Scaling is a yet another comparative scaling technique wherein the respondents are presented with numerous objects simultaneously and are required to order or rank these according to some specified criterion. The Rank order scaling is often used to measure the preference for the brand and attributes. The ranking data is typically obtained from … [Read more...] about Rank Order Scaling

Definition: The Paired Comparison Scaling is a comparative scaling technique wherein the respondent is shown two objects at the same time and is asked to select one according to the defined criterion. The resulting data are ordinal in nature. The paired Comparison scaling is often used when the stimulus objects are physical products. The comparison data so obtained can be … [Read more...] about Paired Comparison Scaling

Definition: Scaling is the process of generating the continuum, a continuous sequence of values, upon which the measured objects are placed. In Marketing Research, several scaling techniques are employed to study the relationship between the objects. The most commonly used techniques can be classified as: Comparative Scales: In comparative scaling there is a direct … [Read more...] about Scaling Techniques