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Scale Development

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Process of assigning numbers to abstract concepts. Can be unidimensional or multidimensional scales.

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Characteristics of a Good Scale

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Relatively easy for respondents to understand; clear & concise; provides useful data; discriminates well; limited response bias; valid & reliable.

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Comparative Scales

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Involve the direct comparison stimulus objects. Comparative scale data must be interpreted in relative terms & have only ordinal or rank order properties.

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Non-Comparative Scales

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Each object is scaled independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio scaled.

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Comparative Scale Examples

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Rank-order; Q-sort; Paired comparison; Constant sum

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Non-Comparative Scale Examples

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Graphical rating; Itemized rating

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Non-Comparative or Comparative Scale Examples

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Semantic differential or Likert

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Rank-Order Scales

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Comparative scale that tends to mimic reality. Consumers are familiar with the items being ranked. Best used for 5 or fewer items. Graphing results - ranking of one of the items, or ranking top choice.

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Rank-Order Scale Example

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All of the following restaurants are located in the Oakview Mall area. Please rank the restuarants in terms of your personal preference from 1 being your most preferred to 7 being your least preferred.

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Relative Advantages of Comparative Scales

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Small differences between stimulus objects can be detected. Same known reference points for all respondents. Easily understood & can be applied, involving fewer theoretical assumptions. Tend to reduce halo or carryover effects from one judgement to another.

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Disadvantages of Rank-Order Scales

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List may not be categorically exhaustive, or the respondent may not have knowledge or experience with all items listed. Difficult to rank middle items in a long list, and the criteria used in the ranking may not be clear. Produces ordinal data, not interval.

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Q-Sort Scales

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Comparative scale to rank large sets of items. Sort items into groups based on some criteria. Quota size for each group may be determined by research resulting in normal distribution curve. Ordinal data is produced by this technique.

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Paired Comparison Scales

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Respondents choose between two. Easier for respondents than ranking a series of items. Overcomes order bias associated with rank-order scales. All possible combinations must be listed. Limited number of items can be compared. Combinations [(n) * (n-1) / 2]

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Paired Comparison Scale Example

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For each of the following pairs of criteria in purchasing a laptop computer, indicate which item in each pair is most important to you by placing a checkmark on the appropriate line: ___Price or Size of computer___ ___Price or Physical Appearance___ ___Technical specifications or Price___

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Taste Testing

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The most common method is paired comparison. The consumer is asked to sample two different products & select the one with the most appealing taste. The test is done in private & a minimum of 1000 responses is considered an adequate sample.

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Constant Sum Scales

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Respondents allocate points among various attributes - 10 or fewer items should be ranked. Relative distance between ratings can be assessed; ratio level data is produced. Used to assess brand preference or importance of attributes, benefits, or other characteristics.

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Constant Sum Scale Example

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Listed below are the restaurants allocated in the Oakview Mall area. Please allocate 100 points among the seven restaurants based on your overall preference for each restaurant.

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Non-Comparative Scaling Techniques

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Respondents evaluate only one object at a time, so these scales are often referred to as monadic scales. Can be continuous or itemized rating scales.

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Graphical Rating Scales

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A type of non-comparative scale. Place a response anywhere on a continuous line. Scales are normally anchored with antonyms - produces interval level. Means and standard deviations can be reported.

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Graphical Rating Scales Example

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Please evaluate the quality of service at Olive Garden by placing a large "X" on the line at the spot that most closely corresponds to your evaluation: Poor Service-------------------------------------Excellent Service

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Itemized Rating Scales

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A type of non-comparative scale. Respondents choose a response from a select number of items or categories - scales may use words or pictures for categories. Easy for respondents to understand & use. Most produce interval level data when it can be assumed that equal distance between category responses exists. Some produce ordinal data if equal distance cannot be assumed.

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Itemized Rating Scale Examples

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How likely are you to purchase a Dell computer? Extremely Unlikely (1) (2) (3) (4) (5) Extremely Likely

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Rating Scales

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Scales that utilize evaluative labels, such as satisfied/dissatisfied, poor/excellent, etc.

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Semantic Differential Scales

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Finite number of choices; anchored by dichotomous words/phrases; can be comparative or non-comparative scale. Scales usually have 5 or 7 points, producing interval data. Scale anchors must be bipolar opposites. Easily answered when proper anchors are chosen. Often used to assess brand image or personality. Have high reliability, but halo effect may occur.

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Semantic Differential Scale Examples

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Please evaluate the last purchase you made at Home Depot and the experience you had at the retail store: Unfriendly Staff ( ) ( ) ( ) ( ) ( ) Friendly Staff Poor Selection ( ) ( ) ( ) ( ) ( ) Excellent Selection Poor Value ( ) ( ) ( ) ( ) ( ) Excellent Value

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Semantic Differential Controlling Halo Effect

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A seven-point rating scale with end points associated with bipolar labels that have semantic meaning. The negative adjective or phrase sometimes appears a the left side of the scale and sometimes at the right. Controlling the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right- or left-hand sides without reading the labels.

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Likert Scales

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Respondents indicate level of agreement or disagreement with a series of statements. Very popular in marketing research because it is easy to create, and easy for respondents to understand & answer. Can be comparative or non-comparative. Uses 5 or 7 points, and produces interval level data. Scales should include reversed items.

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Likert Scale Example

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Please indicate your level of agreement or disagreement with each of the following statements: 1. Wearing the latest fashion is important to me: Strongly Disagree; Disagree; Neutral; Agree; Strongly Agree 2. The brand name is important to me: Strongly Disagree; Disagree; Neutral; Agree; Strongly Agree

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Scale Category Considerations

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Research objectives; information needs; research participants; mode of administration.

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Considerations in Creating Marketing Scales

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Number of categories; balanced vs. unbalanced scales; no opinion & don't know options; forced vs. on-forced choices; type of category description.

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Number of Categories

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Reliability increases with more categories. 3 categories lack discriminate ability, while 10 categories may be too many. 5 to 7 categories is optimal. Odd or even number categories.

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Balanced Scale Example

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1. How important is it to you to wear the latest fashions? __Very unimportant __Somewhat unimportant __Neutral __Somewhat important __Very important 2. Surfing the internet is: __Extremely good __Very good __Good __Bad __Very bad __Extremely bad

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Unbalanced Scale Example

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1. How important is it to you to wear the latest fashions? __Very unimportant __Somewhat unimportant __Somewhat important __Very important __Extremely important 2. Surfing the internet is: __Extremely good __Very good __Good __Somewhat good __Bad __Very bad

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No Opinion & Don't Know Opinions

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Center point of odd-numbered points. Presence encourages its use. Usually have no opinion or don't know.

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Forced vs. Non-Forced Choices

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Odd number of points allow neutral position, while even number of points forces an opinion choice.

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Forced-Choice Rating Scale

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A fixed-alternative rating scale that requires respondents to choose one of the fixed alternatives.

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Non-Forced Choice Scale

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A fixed-alternative rating scale that provides a "don't know" or "no opinion" category or allowing respondents to indicate that they cannot say which alternative is their choice.

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Type of Category Description

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Verbal or written description; number (all positive numbers or negative & positive numbers); anchor descriptions only.

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