Scaling Techniques

SCALING TECHNIQUE S

SCALING Scaling is the extension of measurement. It is the process of placing the respondents on continuum

SCALING TECHNIQUES COMPARITIVE SCALE / RANKING SCALES

NON COMPARITIVE SCALING / RATING SCALES

NON COMPARITIVE SCALES

vCONTINOUS RATING SCALE vITEMIZED RATING SCALE

PAIRED COMPARISION v USED FOR STUDYING PHYSICAL PRODUCTS v INCLUDES TWO OBJECTS FOR RESPONDENT’S RESPONSE v SELECTION OF ONE ACCORDING TO DESCRIBED CRITERIA

EXAMLPLE

RANK ORDER SCALING v RANKS HAVE TO BE GIVEN ACCORDING TO THE DESCRIBED CRITERIA v CREATE MORE PRACTICAL SITUATION THINGS WHICH ARE TO BE RANK

EXAMPLE

CONSTANT SUM SVALE v RESPONDENTS ALLOCAT 100 POINTS ON THE BASIS OF DIFFERENT ATTRIBUTE OF THE PRODUCTS

NON COMPARITVE SCALES

CONTINOUS RATING SCALE RESPONDENTS RATE THE OBJECTIVES BY PLACING A MARK AT THE APPROPRIAATE POSITION INCLUDES LINE THAT RUNS FROM ONE EXTREME OF THE VARIABLE TO THE OTHER LINE MAY BE VERTICAL OR HORIZONTAL

EXAMPLES Big bazaar as a departmental store Version 1 Probably the worst _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

__

Probably The Best

__

Probably The Best

Version 2 Probably the worst _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

10

20

30

40

50

60

70

80

90

100

Version 3 Very Bad

Neither Good Nor Bad

Very GooD

Probably the worst _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

10

20

30

40

50

60

70

80

__

Probably The Best

90

100

ITEMIZED RATING SCALE In Itemized scales respondents are provided with brief description representing categories along the scale.

Respondents required to select the specific category that best describe the objects being rated

Types of Itemized Scale

LINKERT SCALE SEMANTIC DIFFERNTIAL SCALE STAPEL SCALE

LINKERT SCALE Respondents required to indicate the degree of agreement and disagreement with each of the series about the same product Each scale has five categories from “ Strongly Disagree ” t o “ Strongly Agree.” Each statement is assigned a score from -2 to +2 or 1 to 5.

EXAMPLE

SEMANTIC DIFFERENTIAL SCALE It is 7 point scale with end points having semantic meaning Example Big Bazaar is Unreliable __ __ __ __ __ __ __ Reliable Modern __ __ __ __ __ __ __ Old fashion Costly __ __ __ __ __ __ __ Cheap It can score as 1 to 7 or -3 to +3

STAPEL SCALE Staple scale contains 10 categories numbered from -5 to +5 This is the vertical scale Objects are identify by providing the numbers selecting by the respondents

EXAMPLE OF INFOSYS

THANK S