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ATTITUDE MEASUREMENT AND SCALING TECHNIQUES

. ATTITUDE IS ONE OF THE MOST PERVASIVE NOTIONS IN ALL OF THE MARKETING. . PLAYS A PIVOTAL ROLE IN THE MAJOR MODELS DESCRIBING CONSUMER BEHAVIOR, AS WELL AS IN MANY, IF NOT MOST INVESTIGATIONS OF CONSUMER BEHAVIOR THAT DO NOT RELY ON A FORMAL INTEGRATED MODEL. . MANY MARKETERS BELIEVE THAT ATTITUDES DIRECTLY AFFECT PURCHASE DECISIONS AND THEIR PURCHASE AND USE EXPERIENCES, IN TURN, DIRECTLY AFFECT THEIR SUBSEQUENT ATTITUDES TOWARD THE PRODUCT OR SERVICE.

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ATTITUDE MEASUREMENT AND SCALING TECHNIQUES

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    1. ATTITUDE MEASUREMENT AND SCALING TECHNIQUES DR. SK LAROIYA DEPARTMENT OF ECONOMICS HANSRAJ COLLEGE UNIV OF DELHI

    2. ATTITUDE IS ONE OF THE MOST PERVASIVE NOTIONS IN ALL OF THE MARKETING

    3. PLAYS A PIVOTAL ROLE IN THE MAJOR MODELS DESCRIBING CONSUMER BEHAVIOR, AS WELL AS IN MANY, IF NOT MOST INVESTIGATIONS OF CONSUMER BEHAVIOR THAT DO NOT RELY ON A FORMAL INTEGRATED MODEL

    4. MANY MARKETERS BELIEVE THAT ATTITUDES DIRECTLY AFFECT PURCHASE DECISIONS AND THEIR PURCHASE AND USE EXPERIENCES, IN TURN, DIRECTLY AFFECT THEIR SUBSEQUENT ATTITUDES TOWARD THE PRODUCT OR SERVICE

    5. WHAT IS AN ATTITUDE? IT IS DEFINED AS A PREDISPOSITION TO RESPOND TO AN IDEA OR OBJECT

    6. ATTITUDES ARE STATE-OF-MIND CONSTRUCTS THAT ARE NOT DIRECTLY OBSERVABLE THE TRUE STRUCTURE OF AN ATTITUDE LIES IN THE MIND OF INDIVIDUAL HOLDING THAT ATTITUDE

    7. IN MARKETING IT REFERS TO THE CONSUMER’S PREDISPOSITION TO RESPOND TO A PRODUCT IDEA OR SERVICE

    8. IF PREDISPOSITION IS FAVORABLE, IT IS ASSUMED THAT THE CONSUMER IS LIKELY TO PURCHASE THE PRODUCT OR SERVICE

    9. ELEMENTS OF ATTITUDES ATTITUDES ARE COMPOSED OF BELIEFS ABOUT THE OBJECT OF CONCERN, SUCH AS ITS STRENGTH OR ECONOMY

    10. EMOTIONAL FEELINGS ABOUT THE OBJECT SUCH AS LIKE AND DISLIKES

    11. AND READINESS OF THE INDIVIDUAL TO RESPOND BEHAVIORALLY TO THE OBJECT THAT IS TO BUY IT

    12. THERE IS TENDENCY IN MARKETING TO BRING THESE THREE ELEMENTS INTO WHAT IS CALLED IMAGE

    13. ALTHOUGH ATTITUDE IS ONE OF THE MOST WIDELY USED IDEAS IN SOCIAL PSYCHOLOGY, IT IS ALSO ONE OF THE MOST INCONSISTENTLY USED CONCEPTS

    14. THOUGH THERE ARE LOT OF INTERPRETATIONS OF THE CONCEPT, THERE IS A BROAD AGREEMENT AMONG THE ACADEMICIANS AND PRACTITIONERS ON THE FOLLOWING:

    15. ATTITUDE REPRESENTS A PREDISPOSITION TO RESPOND TO AN OBJECT, NOT ACTUAL BEHAVIOR TOWARD THE OBJECT. ATTITUDE THUS POSSESS THE QUALITY OF READINESS

    16. 2. ATTITUDE IS PERSISTENT OVER A PERIOD OF TIME IT CAN CHANGE, TO BE SURE, BUT ALTERATION OF AN ATTITUDE THAT IS STRONGLY HELD REQUIRES SUBSTANTIAL PRESSURE

    17. 3. ATTITUDE IS LATENT VARIABLE THAT PRODUCES CONSISTENCY IN BEHAVIOR, EITHER VERBAL OR PHYSICAL

    18. 4. ATTITUDE HAS A DIRECTIONAL QUALITY IT CONNOTES A PREFERENCE REGARDING THE OUTCOMES INVOLVING THE OBJECT EVALUATIONS OF THE OBJECT OR POSITIVE/NEGATIVE/NEUTRAL FEELINGS FOR THE OBJECT

    19. ATTITUDINAL STUDIES ARE USEFUL IN MARKET SEGMENTATION ADVERTISEMENT EFFECTIVENESS BRAND POSITIONING OR REPOSITIONING

    20. ATTITUDES ARE OFTEN COMPLEX AND ARE NOT FULLY UNDERSTOOD THOUGH ATTITUDES CAN BE CHANGED, BUT THEY TEND TO BE PERSISTENT

    21. STRONGLY HELD ATTITUDES CAN BE CHANGED ONLY WITH GREAT PRESSURE

    22. ATTITUDE MEASUREMENT TENDS TO FOCUS ON MEASUREMENT OF BELIEFS ABOUT A PRODUCT’S (SERVICE’S) QUALITIES AND EMOTIONAL FEELINGS ABOUT THOSE QUALITIES

    23. THE CONCEPT OF MEASUREMENT AND SCALING MEASUREMENT CAN BE DEFINED AS A STANDARDIZED PROCESS OF ASSIGNING NUMBERS OR OTHER SYMBOLS TO CERTAIN CHARACTERISTICS OF THE OBJECTS OF INTEREST

    24. RESEARCHERS ENGAGE IN USING THE MEASUREMENT PROCESS BY ASSIGNING EITHER NUMBERS OR LABELS

    25. TO PEOPLE’S THOUGHTS, FEELINGS, BEHAVIORS, AND CHARACTERISTICS THE FEATURES OR ATTRIBUTES OF OBJECTS THE ASPECTS OF CONCEPTS / IDEAS

    26. ANY TYPE OF PHENOMENON OR EVENT USING SPECIFIC RULES TO REPRESENT QUANTITIES AND QUALITIES OF THE FACTORS BEING INVESTIGATED

    27. MEASUREMENT PROCESS CONSISTS OF CONSTRUCT DEVELOPMENT SCALE MEASUREMENT

    28. THE GOAL OF CONSTRUCT DEVELOPMENT IS: TO PRECISELY IDENTIFY AND WHAT IS TO BE MEASURED, INCLUDING ANY DIMENSIONALITY TRAITS

    29. THE GOAL OF SCALE MEASUREMENT IS TO DETERMINE HOW TO PRECISELY MEASURE EACH CONSTRUCT

    30. TO UNDERSTAND CONSTRUCT DEVELOPMENT AND SCALE DEVELOPMENT WE MUST UNDERSTAND THE TERM OBJECT

    31. WHAT IS AN OBJECT ? IT REFERS TO ANY TANGIBLE ITEM IN A PERSON’S ENVIRONMENT THAT CAN BE CLEARLY AND EASILY IDENTIFIED THROUGH THE SENSES -

    32. SIGHT SOUND TOUCH SMELL TASTE

    33. IT HAS TWO PROPERTIES: OBJECTIVE PROPERTIES SUBJECTIVE PROPERTIES

    34. OBJECTIVE PROPERTIES RESEARCHERS DO NOT MEASURE THE OBJECTS PER SE BUT RATHER THE ELEMENTS THAT MAKES UP THE OBJECT OBJECTIVE PROPERTIES ARE USED TO IDENTIFY AND DISTINGUISH AN OBJECT FROM ANOTHER

    35. THESE PROPERTIES REPRESENT ATTRIBUTES THAT MAKE UP AN OBJECT OF INTEREST AND ARE DIRECTLY OBSERVABLE PHYSICALLY VERIFIABLE AND MEASURABLE IN NATURE

    36. SUCH AS THE PHYSICAL AND DEMOGRAPHIC CHARACTERISTICS OF A PERSON AGE SEX OCCUPATION STATUS COLOR OF EYE ETC.

    37. OR THE ACTUAL NUMBER OF PURCHASES MADE OF A PARTICULAR PRODUCT

    38. OR THE TANGIBLE FEATURES OF THE OBJECT HORSEPOWER, STYLE, COLOR, STEREO SYSTEM OF AN AUTOMOBILE ETC.

    39. SUBJECTIVE PROPERTIES SUBJECTIVE PROPERTIES ARE ABSTRACT, INTANGIBLE CHARACTERISTICS THAT CAN NOT BE DIRECTLY OBSERVED OR MEASURED

    40. WHY? BECAUSE THEY ARE THE MENTAL IMAGES (ASPECTS) A PERSON ATTACHES TO AN OBJECT, SUCH AS

    41. ATTITUDES, FEELINGS, PERCEPTIONS, EXPECTATIONS, OR EXPRESSIONS OF FUTURE ACTIONS (i.e., PURCHASE INTENTIONS)

    42. CONSTRUCT DEVELOPMENT CAN BE VIEWED AS AN INTEGRATIVE PROCESS IN WHICH RESEARCHERS FOCUS THEIR EFFORTS ON

    43. IDENTIFYING THE SUBJECTIVE PROPERTIES FOR WHICH DATA SHOULD BE COLLECTED FOR SOLVING THE DEFINED RESEARCH PROBLEM

    44. OBJECTIVE PROPERTIES- AIR PLANE NO. OF ENGINES HEIGHTS WEIGHT LENGTH SEATING CAPACITY PHYSICAL CHARACTERISTICS OF SEATS TYPE OF AIRPLANE

    45. AIR PLANE SUBJECTIVE PROPERTIES QUALITY OF IN FLIGHT SERVICE COMFORT ABILITY OF SEATS SMOOTHNESS OF TAKE-OFF AND LANDING ETC.

    46. CONSUMER OBJECTIVE PROPERTIES : AGE, SEX, MARITAL STATUS, INCOME, BRAND LAST PURCHASED, RUPEE AMOUNT OF PURCHASES TYPES OF PRODUCTS PURCHASED COLOR OF EYES AND HAIR

    47. CONSUMER SUBJECTIVE PROPERTIES ATTITUDES TOWARDS A PRODUCT BRAND LOYALTY HIGH INVOLVEMENT PURCHASES EMOTIONS (LOVE, FEAR, ANXIETY ETC) INTELLIGENCE, PERSONALITY, RISK TAKER

    48. ORGANIZATION OBJECTIVE PROPERTIES NAME OF COMPANY NO. OF EMPLOYEES TOTAL ASSETS TYPE AND NO. OF PRODUCT OFFERINGS

    49. ORGANIZATION SUBJECTIVE PROPERTIES COMPETENCE OF EMPLOYEES QUALITY CONTROL, CHANNEL POWER, COMPETITIVE ADVANTAGE, COMPANY IMAGE, CONSUMER ORIENTED PRACTICES ETC

    50. SCALE MEASUREMENT SCALING IS THE PROCESS OF CREATING A CONTINUUM ON WHICH OBJECTS ARE LOCATED ACCORDING TO THE AMOUNT OF THE MEASURED CHARACTERISTIC THEY POSSESS

    51. SCALE DEVELOPMENT IS DESIGNING QUESTIONS TO MEASURE THE SUBJECTIVE PROPERTIES OF AN OBJECT

    52. THERE ARE SEVERAL TYPES OF SCALES, EACH OF WHICH POSSESSES DIFFERENT CHARACTERISTIC

    53. THE CHARACTERISTICS OF A SCALE DETERMINE THE SCALE’S LEVEL OF MEASUREMENT

    54. CHARACTERISTICS OF SCALES DESCRIPTION ORDER DISTANCE ORIGIN

    55. DESCRIPTION DESCRIPTION REFERS TO USE OF A UNIQUE DESCRIPTOR, OR LABEL, TO STAND FOR EACH DESIGNATION IN THE SCALE

    56. WHEN ACTIVATED, THIS PROPERTY ALLOWS A RESEARCHER TO TAKE THE RESPONSES AND CATEGORIZE THEM INTO MUTUALLY EXCLUSIVE GROUPS EACH WITH ITS OWN IDENTITY

    57. ANY DESCRIPTOR CAN BE USED FOR RESPONSE FOR INSTANCE, “YES” OR “NO”, “AGREE” OR “DISAGREE” AND THE NUMBER OF YEARS OF A RESPONDENT’S AGE ARE DESCRIPTORS OF A SIMPLE SCALE

    58. ALL SCALES INCLUDE DESCRIPTION IN THE FORM OF CHARACTERISTIC LABELS THAT IDENTIFY WHAT IS BEING MEASURED

    59. ORDER ORDER REFERS TO THE RELATIVE SIZES OF THE DESCRIPTORS OR RELATIVE MAGNITUDE BETWEEN THE DESCRIPTORS, OR LABELS, USED AS SCALE POINTS

    60. HERE THE KEY WORD IS “RELATIVE’ AND INCLUDES SUCH DESCRIPTORS AS “GREATER THAN” “LESS THAN” AND “EQUAL TO”

    61. EXAMPLE “1 IS LESS THAN 5” “EXTREMELY SATISFIED” IS MORE INTENSE THAN “SOMEWHAT SATISFIED” “MOST IMPORTANT” HAS GREATER IMPORTANCE THAN “ONLY SLIGHTLY IMPORTANT”

    62. WHEN ORDER CHARACTERISTIC IS INCORPORATED INTO SET OF SCALE POINTS, IT ALLOWS THE RESEARCHER TO ESTABLISH EITHER A “HIGHEST TO LOWEST” OR “LOWEST TO HIGHEST” RANK ORDER AMONG THE NEW RESPONSES

    63. ORDER IDENTIFIES ONLY THE RELATIVE DIFFERENCES BETWEEN THE RESPONSES AND NOT THE ABSOLUTE DIFFERENCES

    64. NOT ALL SCALES POSSESS ORDER CHARACTERISTICS FOR INSTANCE, IS A ‘BUYER’ GREATER THAN OR LESS THAN A ‘NON-BUYER’? WE HAVE NO WAY OF MAKING A RELATIVE SIZE DISTINCTION

    65. DISTANCE A SCALE HAS THE CHARACTERISTIC OF DISTANCE WHEN ABSOLUTE DIFFERENCES BETWEEN THE DESCRIPTORS ARE KNOWN AND MAY BE EXPRESSED IN UNITS

    66. THE RESPONDENT WHO BUYS THREE BOTTLES OF DIET COLA BUYS MORE THAN THE ONE WHO BUYS ONLY ONE BOTTLE A THREE CAR FAMILY OWNS A ONE MORE AUTOMOBILE THAN A TWO CAR FAMILY

    67. WHEN THE CHARACTERISTIC OF DISTANCE EXISTS WE ARE ALSO GIVEN THE ORDER WE KNOW NOT ONLY THAT THE THREE CAR FAMILY HAS “MORE THAN” THE NUMBER OF CARS OF THE TWO CAR FAMILY, BUT WE ALSO KNOW THE DISTANCE BETWEEN THE TWO (1 CAR)

    68. ORIGIN A SCALE IS SAID TO HAVE A CHARACTERISTIC OF ORIGIN IF THERE IS A UNIQUE BEGINNING OR TRUE ZERO POINT FOR THE SCALE

    69. THE ORIGIN PROPERTY RELATES TO A NUMBERING SYSTEM WHERE ZERO IS DISPLAYED OR REFERENCED STARTING POINT IN A SET OF POSSIBLE RESPONSES

    70. NORMALLY, THIS SCALING PROPERTY IS ACTIVATED WHEN RESEARCHER ASKS A SPECIFIC QUESTION THAT REQUIRES A NUMERICAL RESPONSE

    71. ZERO IS THE ORIGIN FOR AN AGE SCALE JUST AS IT IS FOR NUMBER OF MILES TRAVELED TO THE STORE

    72. NOT ALL SCALES HAVE A TRUE ZERO POINT FOR THE PROPERTY THEY ARE MEASURING IN FACT, MANY SCALES USED BY MARKETING RESEARCHERS HAVE ARBITRARY NEUTRAL POINTS, BUT THEY DO POSSESS ORIGINS

    73. FOR INSTANCE, WHEN A RESPONDENT SAYS, “NO OPINION,” TO A QUESTION “DO YOU AGREE OR DISAGREE WITH THE STATEMENT, “THE INDICA IS THE BEST CAR IN THE SMALL CAR SEGMENT ON THE ROAD TODAY”? WE CANNOT SAY THAT THE PERSON HAS A TRUE ZERO LEVEL OF AGREEMENT

    74. EACH SCALING PROPERTY BUILDS ON THE PREVIOUS ONE THIS IMPLIES: ANY SCALE WILL HAVE DESCRIPTION PROPERTY A SCALE THAT INCLUDES ORDER PROPERTY AUTOMATICALLY POSSESSES DESCRIPTION PROPERTY

    75. A SCALE HAVING DISTANCE PROPERTY, HAS ORDER AND DESCRIPTION PROPERTIES

    76. THE SCALE THAT IS BUILD ON ORIGIN PROPERTY ALSO HAVE DESCRIPTION, ORDER, AND DISTANCE PROPERTIES

    77. NOMINAL SCALE NOMINAL SCALES ARE DEFINED AS THOSE THAT USE ONLY LABEL; THAT IS, THEY POSSESS ONLY THE CHARACTERISTIC OF DESCRIPTION THE RESPONSE DOES NOT INCLUDE ANY LEVEL OF INTENSITY

    78. EXAMPLES DESIGNATIONS AS TO RACE, RELIGION, TYPE OF DWELLING GENDER BRAND LAST PURCHASED ANSWERS THAT INVOLVE YES-NO, AGREE-DISAGREE OR ANY OTHER INSTANCE IN WHICH DESCRIPTORS CAN NOT BE DIFFERENTIATED EXCEPT QUALITATIVELY

    79. IF ONE DESCRIBES RESPONDENTS IN A SURVEY ACCORDING TO THEIR OCCUPATION— BANKER, DOCTOR, COMPUTER PROGRAMMER— ONE HAS USED A NOMINAL SCALE

    80. NOMINAL- SCALED QUESTIONS CHECK ALL THE BRANDS YOU WOULD CONSIDER PURCHASING SONY VIDEOCON SAMSUNG LG

    81. DO YOU AGREE OR DISAGREE THAT “DELTA IS READY WHEN YOU ARE”? AGREE DISAGREE

    82. WHICH OF THE FOLLOWING SUPERMARKETS HAVE YOU SHOPPED IN THE LAST 30 DAYS? EBONY STAR MALL SAB MALL MIGROS SAHARA MALL

    83. DO YOU LIKE OR DISLIKE CHOCOLATE ICE CREAM? LIKE DISLIKE

    84. ORDINAL SCALE AN ORDINAL SCALE IS OBTAINED BY RANKING OBJECTS OR ARRANGING THEM IN ORDER WITH REGARD TO SOME COMMON VARIABLE

    85. THE QUESTION IS SIMPLY WHETHER EACH OBJECT HAS MORE OR LESS THAN SOME OTHER OBJECT

    86. IT PERMITS THE RESEARCHER TO RANK ORDER THE RESPONDENTS OR THEIR RESPONSES THE RESEARCHER CAN RANK ORDER THE RESPONSES INTO HIERARCHICAL PATTERN

    87. THIS SCALE DOES NOT ALLOW A RESEARCHER TO DETERMINE THE ABSOLUTE DIFFERENCE IN ANY OF THE ORDINAL RELATIONSHIPS

    88. ORDINAL- SCALED QUESTIONS PLEASE RANK EACH BRAND IN TERMS OF YOUR PREFERENCE PLEASE PLACE “1” BY YOUR FIRST CHOICE, A “2” BY YOUR SECOND CHOICE, AND SO ON SONY VIDEOCON SAMSUNG LG BPL PHILLIPS

    89. INTERVAL SCALE INTERVAL SCALES ARE THOSE IN WHICH THE DISTANCE BETWEEN EACH DESCRIPTOR IS KNOWN IT DEMONSTRATES ABSOLUTE DIFFERENCES BETWEEN EACH SCALE POINT

    90. THE DISTANCE IS NORMALLY DEFINED AS ONE SCALE UNIT FOR EXAMPLE, A COFFEE BRAND RATED “3” IN TASTE IS ONE UNIT AWAY FROM ONE RATED “4”

    91. IN AN INTERVAL SCALE THE NUMBERS USED TO RANK THE OBJECTS ALSO REPRESENT EQUAL INCREMENTS OF THE ATTRIBUTE BEING MEASURED

    92. THIS MEANS THAT DIFFERENCES CAN BE COMPARED THE DIFFERENCE BETWEEN 1 AND 2 IS SAME AS BETWEEN 2 AND 3 BUT ONLY HALF THE DIFFERENCE BETWEEN 2 AND 4

    93. THE LOCATION OF ZERO POINT IS NOT FIXED, SINCE ZERO DOES NOT DENOTE THE ABSENCE OF THE ATTRIBUTE BOTH ZERO POINT AND UNITS OF MEASUREMENT ARE ARBITRARY

    94. SOME TIME A RESEARCHER MUST IMPOSE A BELIEF THAT EQUAL INTERVALS EXIST BETWEEN THE DESCRIPTORS

    95. THAT IS: IF YOU WERE ASKED TO EVALUATE A STORE’S SALES PEOPLE BY SELECTING A SINGLE DESIGNATION FROM THE LIST OF EXTREMELY FRIENDLY VERY FRIENDLY SOME WHAT FRIENDLY SOME WHAT UNFRIENDLY VERY UNFRIENDLY EXTREMELY UNFRIENDLY

    96. THE RESEARCHER WOULD PROBABLY ASSUME THAT EACH DESIGNATION WAS ONE UNIT AWAY FROM THE PRECEDING ONE IN THESE CASES WE SAY THAT THE SCALE IS “ASSUMED INTERVAL”

    97. INTERVAL – SCALED QUESTIONS PLEASE RATE EACH BRAND IN TERMS OF ITS OVERALL PERFORMANCE BRAND RATING (CIRCLE ONE) VERY POOR VERY GOOD MONT BLANC 1 2 3 4 5 6 7 8 9 10 PARKER CROSS

    98. INDICATE YOUR DEGREE OF AGREEMENT WITH FOLLOWING STATEMENTS BY CIRCLING THE APPROPRIATE NUMBER STATEMENT STRONGLY STRONGLY AGREE DISAGREE I ALWAYS LOOK FOR BARGAINS 1 2 3 4 5 I ENJOY BEING OUT DOORS 1 2 3 4 5 I LOVE TO COOK 1 2 3 4 5

    99. IN A TYPICAL WEEK (7 DAY PERIOD), HOW OFTEN YOU ACCESS INTERNET FROM A HOME COMPUTER? ___ MORE THAN 20 TIMES ___16 TO 20 TIMES ___11 TO 15 TIMES ___6 TO 10 TIMES ___1 TO 5 TIMES ___DO NOT ACCESS IT

    100. RATIO SCALE RATIO SCALES ARE THE ONES IN WHICH TRUE ZERO ORIGIN EXISTS— SUCH AS -ACTUAL NUMBER OF PURCHASES IN A CERTAIN TIME PERIOD, -RUPEES SPENT, MILES TRAVELED ETC.

    101. THIS CHARACTERISTIC ALLOW US TO CONSTRUCT RATIOS WHEN COMPARING THE RESULTS OF MEASUREMENT

    102. A RATIO SCALE TENDS TO BE MOST SOPHISTICATED SCALE IN THE SENSE THAT IT ALLOWS THE RESEARCHER NOT ONLY TO IDENTIFY THE ABSOLUTE DIFFERENCES BETWEEN EACH SCALE POINT BUT ALSO TO MAKE ABSOLUTE COMPARISONS BETWEEN THE RESPONSES

    103. EXAMPLE IN COLLECTING DATA ABOUT HOW MANY CARS ARE DRIVEN BY HOUSEHOLDS IN DELHI, A RESEARCHER KNOWS THAT DIFFERENCE BETWEEN DRIVING ONE CAR AND DRIVING THREE CARS IS ALWAYS GOING TO TWO

    104. FURTHER MORE, WHEN COMPARING A ONE – CAR FAMILY TO THREE – CAR FAMILY WILL HAVE SIGNIFICANTLY HIGHER TOTAL CAR INSURANCE AND MAINTENANCE COSTS THAN A ONE – CAR FAMILY

    105. SUCH RATIOS ARE INAPPROPRIATE FOR INTERVAL SCALES, SO WE ARE NOT ALLOWED TO SAY THAT ONE STORE WAS ONE HALF AS FRIENDLY AS ANOTHER

    106. RATIO-SCALED QUESTIONS PLEASE INDICATE YOUR AGE --- YEARS

    107. APPROXIMATELY HOW MANY TIMES IN THE LAST MONTH HAVE YOU PURCHASED ANY THING OVER Rs.1000 IN VALUE AT NANZ STORE? 0 1 2 3 4 5 MORE ( SPECIFY_ )

    108. HOW MUCH DO YOU THINK A TYPICAL PURCHASER OF A Rs. 5 LAKH TERM LIFE INSURANCE POLICY PAYS PER MONTH THAT POLICY? Rs.__________

    109. WHAT IS THE PROBABILITY THAT YOU WILL USE A LAWYER’S SERVICES WHEN YOU ARE READY TO MAKE A WILL? ______PERCENT

    110. TYPICALLY THE ISSUES LIKE QUANTITY SOLD NUMBER OF CONSUMERS PROBABILITY OF PURCHASE ETC. FORM RATIO SCALE MEASUREMENT

    111. Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information

    112. Facts About the Four Levels of Scales

    113. Facts About the Four Levels of Scales (cont’d)

    114. EXAMPLE OF FOUR BASIC TYPES OF QUESTION PHRASINGS: INFORMATION REQUIREMENT: TO DETERMINE HOW OFTEN CUSTOMERS USE THEIR PRIMARY AUTOMOBILE SERVICE PROVIDER’S FACILITIES / SERVICES

    115. NOMINAL QUESTION PHRASING: WHEN YOUR VEHICLE REQUIRES MAINTENANCE SERVICE OR YOU HAVE PROBLEMS DO YOU USUALLY TAKE THE VEHICLE TO YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? THE LOGICAL RESPONSE TO THIS QUESTION WOULD BE A YES OR NO

    116. ORDINAL QUESTION PHRASING: WHEN YOUR VEHICLE REQUIRES MAINTENANCE SERVICE OR YOU HAVE PROBLEMS, HOW OFTEN DO YOU TAKE IT TO YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? (CHECK ONLY ONE RESPONSE)

    117. THE LOGICAL RESPONSES MIGHT BE: __NEVER __SELDOM __OCCASIONALLY __USUALLY __EVERY TIME

    118. INTERVAL QUESTION PHRASING: SINCE PURCHASING YOUR VEHICLE, APPROXIMATELY HOW OFTEN HAVE YOU USED THE SERVICES AT YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? (CHECK THE ONE APPROPRIATE RESPONSE)

    119. LESS THAN 3 TIMES 4 TO 8 TIMES 9 TO 12 TIMES 13 TO 16 TIMES OVER 16 TIMES

    120. RATIO QUESTION PHRASING: IN THE PAST 12 MONTHS HOW MANY TIMES DID YOU TAKE YOUR VEHICLE FOR SERVICE OR REPAIRS TO YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? ___NO. OF TIMES

    121. ASSESSING A RESPONDENT’S LIKING OF SOFTDRINKS WITH NOMINAL ORDINAL, INTERVAL AND RATIO SCALES NOMINAL SCALE WHICH OF THE FOLLOWING SOFT DRINKS ON THE FOLLOWING LIST DO YOU LIKE? CHECK ALL THAT APPLY COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

    122. ORDINAL SCALE PLEASE RANK THE SOFT DRINKS ON THE FOLLOWING LIST ACCORDING TO YOUR DEGREE OF LIKING FOR EACH, ASSIGNINIG MOST PREFERRED DRINK RANK=1 AND YOUR LEAST PREFERRED DRINK RANK=6 COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

    123. INTERVAL SCALE PLEASE INDICATE YOUR DEGREE OF LIKING OF EACH OF THE SOFTDRINKS ON THE FOLLOWING LIST BY CHECKING THE APPROPRIATE POSITION ON THE SCALE DISLIKE DISLIKE LIKE LIKE A LOT A LOT COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

    124. RATIO SCALE PLEASE DIVIDE 100 POINTS AMONG EACH OF THE FOLLOWING SOFT DRINKS ACCORDING TO YOUR DEGREE OF LIKING FOR EACH COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

    125. RELATIONSHIP BETWEEN SCALES AND SCALING PROPERTIES SCALING PROPERTIES SCALE DESCRIPTION ORDER DISTANCE ORIGIN NOMINAL YES NO NO NO ORDINAL YES YES NO NO INTERVAL YES YES YES NO RATIO YES YES YES YES

    126. SCALE AND TYPE OF STATISTICAL TECHNIQUES

    127.

    130. THE SCALING TECHNIQUES THE COMPARATIVE SCALES THE NON – COMPARATIVE SCALES

    131. THE COMPARATIVE SCALES COMPARATIVE SCALES INVOLVE THE DIRECT COMPARISON OF STIMULUS OBJECT

    132. IT IS A SCALE FORMAT THAT REQUIRES A JUDGMENT COMPARING ONE OBJECT, PERSON, OR CONCEPT AGAINST ANOTHER ON THE SCALE

    133. FOR EXAMPLE, THE RESPONDENTS MIGHT BE ASKED WHETHER THEY PREFER COKE OR PEPSI

    134. COMPARATIVE SCALE DATA MUST BE INTERPRETED IN RELATIVE TERMS AND HAVE ONLY ORDINAL OR RANK ORDER PROPERTIES

    135. FOR THIS REASON, COMPARATIVE SCALING IS REFERRED TO AS NON-METRIC SCALING

    136. NON COMPARATIVE SCALES NON-COMPARATIVE SCALES REFER TO A SCALE FORMAT THAT REQUIRES A JUDGMENT WITHOUT REFERENCE TO ANOTHER OBJECT, PERSON, OR CONCEPT

    137. THESE SCALES ARE ALSO REFERRED TO AS MONADIC OR METRIC SCALES

    138. THE RESULTING DATA ARE GENERALLY ASSUMED TO BE INTERVAL OR RATIO SCALED

    139. FOR EXAMPLE, RESPONDENTS MAY BE ASKED TO EVALUATE COKE ON A 1 TO 6 PREFERENCE SCALE (1= NOT AT ALL PREFERRED; 6 = GREATLY PREFERRED)

    140. TYPES OF COMPARATIVE SCALES PAIRED COMPARISON RANK ORDER CONSTANT SUM Q-SORT AND OTHER PROCEDURES

    141. TYPES OF NON- COMPARATIVE SCALES CONTINUOUS RATING SCALES ITEMIZED RATING SCALES LIKERT SCALE SEMANTIC DIFFERENTIAL SCALE STAPEL SCALE THURSTONE SCALE

    142. COMPARATIVE SCALES PAIRED COMPARISON RATING SCALE: THIS FORMAT CREATES A PRE-SELECTED GROUP OF TRAITS PRODUCT CHARACTERISTICS OR FEATURES THAT ARE PAIRED AGAINST ONE ANOTHER INTO TWO GROUPS

    143. RESPONDENTS ARE ASKED TO SELECT WHICH IN EACH PAIR IS MORE IMPORTANT TO THEM

    144. A RESPONDENT IS PRESENTED WITH TWO OBJECTS AND ASKED TO SELECT ONE ACCORDING TO SOME CRITERION THE DATA OBTAINED ARE ORDINAL IN NATURE

    145. PAIRED COMPARISON SCALES ARE FREQUENTLY USED WHEN STIMULUS OBJECTS ARE PHYSICAL PRODUCTS

    146. EXAMPLE: WE GOING TO PRESENT YOU WITH SEVERAL PAIRS OF TRAITS ASSOCIATED WITH A SALESPERSON’S ON-THE-JOB ACTIVITIES FOR EACH PAIR, PLEASE INDICATE WHICH TRAIT YOU FEEL IS MORE IMPORTANT FOR BEING A SALES PERSON

    148. CONSTANT SUM SCALE: THIS SCALE PROVIDES A BETTER PERSPECTIVE OF DISTANCE BETWEEN THE POINTS ON A CONTINUUM

    149. WITH THIS TYPE OF SCALE, THE RESPONDENT IS ASKED TO DIVIDE OR ALLOCATE A NUMBER OF POINTS, PERCENTAGES, OR RUPEES, USUALLY A TOTAL SUM OF 100, TO INDICATE THE RELATIVE IMPORTANCE OF THE ATTITUDE BEING STUDIED

    150. THE AMOUNTS THAT ARE ALLOCATED TO EACH ALTERNATIVE INDICATES THE RANKS ASSIGNED TO THEM BY THE RESPONDENTS, BUT IT ALSO INDICATES THE AMOUNT OF DIFFERENCE THE RESPONDENTS SET BETWEEN EACH ALTERNATIVE

    151. IMPORTANCE OF BATHING SOAP ATTRIBUTES USING A CONSTANT SUM SCALE INSTRUCTIONS BELOW ARE THE EIGHT ATTRIBUTES OF BATHING SOAPS PLEASE ALLOCATE 100 POINTS AMONG THE ATTRIBUTES SO THAT YOUR ALLOCATION REFLECTS THE RELATIVE IMPORTANCE YOU ATTACH TO EACH ATTRIBUTE THE MORE POINTS AN ATTRIBUTES RECEIVES, THE MORE IMPORTANT IT 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 SHALL RECEIVE TWICE AS MANY POINTS

    152. AVERAGE RESPONSES OF THREE SEGMENTS ATTRIBUTE SEGMENT I SEGMENT II SEGMENT III MILDNESS 8 2 4 LATHER 2 4 17 SHRINKAGE 3 9 7 PRICE 53 17 9 FRAGRANCE 9 0 19 PACKAGING 7 5 9 MOISTURIZING 5 3 20 CLEANING POWDER 13 60 15 SUM 100 100 100

    153. EXAMPLE: IF YOU HAD Rs. 1000 TO ALLOCATE TO THE FOLLOWING CHARITABLE ORGANIZATIONS, HOW WOULD YOU ALLOCATE YOUR MONEY? YOU MAY GIVE ALL YOUR RUPEES TO ANY ONE ORGANIZATION, BUT YOUR TOTAL MUST ADD UP TO Rs. 1000 INDIAN RED CROSS ____________ INDIAN CANCER FOUNDATION____________ INDIAN SPASTIC SOCIETY ____________ CRY ____________ HEART CARE FOUNDATION ____________ OLD AGE HOME ____________

    154. RANK ORDER SCALE: IN THIS SCALE OF MEASUREMENT THE RESEARCHER USES RANKING QUESTIONS AS THESE ARE CONSTRUED TO BE A FORM OF OPINION QUESTIONS IN WHICH RESPONDENT IS ASKED TO RANK COMPARATIVELY THE ITEMS LISTED

    155. THESE ALLOW THE RESPONDENTS TO COMPARE THEIR OWN RESPONSES BY INDICATING THEIR FIRST CHOICE, SECOND, THIRD AND FOURTH PREFERENCES AND SO FORTH, UNTIL ALL THE RESPONSES ARE PLACED IN A RANK ORDER

    156. RANK ORDER SCALING IS COMMONLY USED TO MEASURE PREFERENCES FOR BRANDS AS WELL AS ATTRIBUTES

    157. RANK ORDER DATA ARE FREQUENTLY OBTAINED FROM RESPONDENTS IN CONJOINT ANALYSIS BECAUSE RANK – ORDER SCALING FORCES THE RESPONDENT TO DISCRIMINATE AMONG THE STIMULUS OBJECTS

    158. EXAMPLE: QUESTIONNAIRE SEEKING DATA FOR A STAFF EXECUTIVE JOB DESCRIPTION IN YOUR JOB YOU MAY PERFORM ANY OF THE SEVEN ROLES LISTED HERE. CONSIDER HOW MUCH TIME YOU SPEND IN EACH ROLE. THEN RANK THE ROLES FROM 1 TO 7 IN TIME SPENT ON EACH. WRITE A '1' AFTER THAT GIVEN THE MOST TIME-- AND A '7' AFTER THE LEAST TIME. COORDINATOR _______________________ ENTREPRENEUR ________________________ EXPEDITER _______________________ EXPERT _______________________ FORECASTER _______________________ INNOVATOR _______________________ INTEGRATOR

    159. EXAMPLE: INSTRUCTIONS: RANK THE VARIOUS BRANDS OF TOOTHPASTES IN ORDER OF PREFERENCE BEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOST ASSIGN IT A NUMBER 1 THEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGN IT A NUMBER 2 CONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALL BRANDS OF TOOTHPASTE IN ORDER OF PREFERENCE THE LEAST PREFERRED BRAND SHOULD BE ASSIGNED A RANK OF 10

    160. NO TWO BRANDS SHOULD RECEIVE THE SAME RANK THE CRITERION OF PREFERENCE IS ENTIRELY UP TO YOU. THERE IS NO RIGHT OR WRONG ANSWER. JUST TRY TO BE CONSISTENT

    161. BRAND RANK ORDER COLGATE ________ CREST ________ AIM ________ CLOSE-UP ________ PEPSODENT ________ ULTRA BRITE ________ PLUS WHITE ________ STRIPE ________ GLEEM ________ MACLEANS ________

    162. NON-COMPARATIVE SCALING TECHNIQUES ONE OF THE TWO TYPES OF SCALING TECHNIQUES IN WHICH EACH STIMULUS OBJECT IS SCALED INDEPENDENTLY OF THE OTHER OBJECT IN THE STIMULUS SET

    163. THESE CONSIST OF CONTINUOUS RATING SCALES ITEMIZED RATING SCALES

    164. CONTINUOUS RATING SCALE: A SCALE MEASURE THAT USES A SCALE POINT FORMAT THAT PRESENTS THE RESPONDENT WITH SOME TYPE OF GRAPHIC CONTINUUM AS THE SET OF POSSIBLE RESPONSES TO A GIVEN QUESTION

    165. IT IS ALSO REFERRED TO AS GRAPHIC RATING SCALES

    166. 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

    167. THE RESPONDENTS ARE NOT RESTRICTED TO SELECTING FROM MARKS PREVIOUSLY SET BY THE RESEARCHER

    168. THE FORM OF THE CONTINUOUS SCALE MAY VARY CONSIDERABLY: THE LINES MAY BE VERTICAL OR HORIZONTAL SCALE POINTS IN THE FORM OF NUMBERS OR BRIEF DESCRIPTIONS MAY BE PROVIDED AND IF PROVIDED, SCALE POINTS MAY BE FEW OR MANY

    169. ONCE THE RESPONDENT HAS PROVIDED THE RATINGS, THE RESEARCHER DIVIDES THE LINE INTO AS MANY CATEGORIES AS DESIRED AND ASSIGNS SCORES BASED ON CATEGORIES INTO WHICH THE RATINGS FALL

    170. THESE SCORES ARE TREATED AS INTERVAL DATA

    171. EXAMPLE: HOW WOULD YOU RATE RELIANCE RETAIL AS A DEPARTMENT STORE? VERSION 1 PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST

    172. VERSION 2 PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST 0 10 20 30 40 50 60 70 80 90 100

    173. VERSION 3 VERY BAD NEITHER VERY GOOD GOOD NOR BAD PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST 0 10 20 30 40 50 60 70 80 90 100

    174. ITEMIZED RATING SCALE: THE ITEMIZED RATING SCALE IS, PERHAPS, THE MOST FREQUENTLY USED IN MARKETING RESEARCH BECAUSE OF ITS SIMPLICITY AND ADAPTABILITY TO MOST MEASUREMENT SITUATIONS

    175. THIS FORM OF RATING SCALE REQUIRES A RESPONDENT TO INDICATE HIS OR HER ATTITUDE BY SELECTING A POSITION ON A CONTINUUM THAT REFLECTS A RANGE OF POSSIBLE VIEWS REGARDING AN OBJECT

    176. THE VARIOUS POSITIONS ON THE CONTINUUM ARE SET UP IN A SEQUENTIAL ORDER IN TERMS OF THE SCALE POSITIONS (IN OTHER WORDS, REPRESENTING THE DEGREE OF ATTITUDE HELD)

    177. THE SCALE POSITIONS ARE CLEARLY MARKED WITH A DESCRIPTIVE STATEMENT OF SOME KIND

    178. TYPES OF ITEMIZED SCALES: SEMANTIC DIFFERENTIAL SCALE LIKERT SCALE STAPEL SCALE THURSTONE SCALE

    179. SEMANTIC DIFFERENTIAL SCALE: A UNIQUE BIPOLAR ORDINAL SCALE FORMAT THAT CAPTURES A PERSON’S ATTITUDES OR FEELINGS ABOUT A GIVEN OBJECT

    180. THIS TYPE OF SCALE IS UNIQUE IN ITS USE OF BIPOLAR ADJECTIVES AND ADVERBS (GOOD/BAD, LIKE/DISLIKE, COMPETITIVE/NONCOMPETITIVE, HELPFUL/UNHELPFUL, ETC.)

    181. IN SEMANTIC DIFFERENTIAL SCALE, THE RESPONDENTS ARE ASKED TO EXPRESS THEIR FEELINGS ABOUT WHATEVER BEING EVALUATED BY RECORDING THEIR RESPONSES ON A SCALE OF ADJECTIVES (SUCH AS STRONG -- MILD), WHICH ARE PAIRED POLAR OPPOSITES

    182. THE SEVEN SCALE POSITIONS ARE INTENDED TO SIGNIFY: EXTREMELY X QUITE X SLIGHTLY X NEITHER X NOR Y; EQUALLY X AND EQUALLY Y SLIGHTLY Y QUITE Y EXTREMELY Y

    183. THIS SCALE TYPE IS BEST FOR IDENTIFYING A “PERCEPTUAL IMAGE PROFILE” ABOUT THE OBJECT OR BEHAVIOR OF CONCERN

    184. INDIVIDUAL ITEMS ON A SEMANTIC DIFFERENTIAL SCALE MAY BE SCORED ON EITHER A +3 TO - 3 OR A 1 TO 7 SCALE

    185. THE RESULTING DATA ARE COMMONLY ANALYZED THROUGH PROFILE ANALYSIS

    186. MEANS OR MEDIAN VALUES ON EACH RATING SCALE ARE CALCULATED AND COMPARED BY PLOTTING STATISTICAL ANALYSIS

    187. THIS HELPS DETERMINE OVERALL DIFFERENCES AND SIMILARITIES AMONG THE OBJECTS

    188. TO ASSESS THE DIFFERENCES ACROSS THE SEGMENTS, THE RESEARCHER CAN COMPARE MEAN RESPONSES OF DIFFERENT SEGMENTS

    189. IN CASES WHERE THE RESEARCHER REQUIRES AN OVERALL COMPARISON OF OBJECTS, SUCH AS TO DETERMINE STORE PREFERENCES, THE INDIVIDUAL ITEMS ARE SUMMED TO ARRIVE AT TOTAL SCORE

    190. IT IS WIDELY USED IN COMPARING BRANDS PRODUCTS COMPANY IMAGES DEVELOP ADVERTISING AND PROMOTIONAL STRATEGIES NEW – PRODUCT DEVELOPMENT STUDIES

    191. EXAMPLE: THIS PART OF THE STUDY MEASURES WHAT CERTAIN DEPARTMENT STORES MEAN TO YOU BY HAVING YOU JUDGE THEM ON A SERIES OF DESCRIPTIVE SCALES BOUNDED AT EACH END BY ONE OF TWO BIPOLAR ADJECTIVES

    192. PLEASE MARK (X) THE BLANK THAT BEST INDICATE HOW ACCURATELY ONE OR THE OTHER ADJECTIVE DESCRIBES WHAT THE STORE MEANS TO YOU PLEASE BE SURE TO MARK EVERY SCALE, DO NOT OMIT ANY SCALE

    193. FORM HARRODS IS: POWERFUL -- -- -- -- -- -- --WEAK UNRELIABLE -- -- -- -- -- -- --RELIABLE MODERN -- -- -- -- -- -- --OLD FASHIONED COLD -- -- -- -- -- -- --WARM CAREFUL -- -- -- -- -- -- --CARELESS

    194. THE ACTUAL DESIGN OF A SEMANTIC DIFFERENTIAL SCALE CAN VARY FROM SITUATION TO SITUATION

    195. IF A RESEARCHER IS INTERESTED IN DEVELOPING A CREDIBILITY SCALE THAT COULD BE USED BY REVLON TO ASSESS THE CREDIBILITY OF SUSHMITA SEN AS A SPOKESPERSON IN TV OR PRINT ADVERTISEMENTS FOR REVLON BRANDS OF GROOMING PRODUCTS

    196. THE RESEARCHER DETERMINES THAT THE CREDIBILITY CONSTRUCT CONSISTS OF THREE FACTORS EXPERTISE TRUSTWORTHINESS ATTRACTIVENESS

    197. WITH EACH FACTOR MEASURED USING A SPECIFIC SET OF FIVE BIPOLAR SCALES

    198. EXAMPLE OF SEMANTIC DIFFERENTIAL SCALE FORMAT FOR SUSHMITA SEN AS A CREDIBILITY SPOKESPERSON

    199. NOW WITH RESPECT TO SUSHMITA SEN AS THE SPOKESPERSON FOR REVLON GROOMING PRODUCTS, WE WOULD LIKE TO KNOW YOUR OPINION ABOUT THE EXPERTISE, TRUSTWORTHINESS, AND ATTRACTIVENESS THAT YOU BELIEVE SHE BRINGS TO THE ADVERTISEMENT EACH DIMENSION HAS FIVE FACTORS THAT MAY OR MAY NOT REPRESENT YOUR OPINION

    200. FOR EACH LISTED FACTOR, PLEASE CHECK THE POINT THAT BEST EXPRESSES YOUR OPINION ABOUT THE FACTOR

    201. EXPERTISE: 1 2 3 4 5 6 7 KNOWLEDGEABLE UNKNOWLEDGEABLE EXPERT NOT AN EXPERT SKILLED UNSKILLED QUALIFIED UNQUALIFIED EXPERIENCED INEXPERIENCED

    202. TRUST WORTHINESS 1 2 3 4 5 6 7 RELIABLE UNRELIABLE SINCERE INSINCERE TRUSTWORTHY UNTRUSTWORTHY DEPENDABLE UNDEPENDABLE HONEST DISHONEST

    203. ATTRACTIVENESS 1 2 3 4 5 6 7 SEXY NOT SEXY BEAUTIFUL UGLY ATTRACTIVE UNATTRACTIVE CLASSY NOT CLASSY ELEGANT PLAIN

    204. EXAMPLE: A SEMANTIC DIFFERENTIAL SCALE FOR MEASURING SELF CONCEPTS PERSON CONCEPTS PRODUCT CONCEPTS

    205. RUGGED DELICATE EXCITABLE CALM UNCOMFORTABLE COMFORTABLE DOMINATING SUBMISSIVE THRIFTY INDULGENT PLEASANT UNPLEASANT CONTEMPORARY NON-CONTEMPORARY

    206. ORGANIZED NO-ORGANIZED RATIONAL EMOTIONAL YOUTHFUL MATURE FORMAL INFORMAL ORTHODOX LIBERAL COMPLEX SIMPLE COLORLESS COLORFUL MODEST VAIN

    207. EXAMPLE Contd… INDICATE YOUR IMPRESSION OF BUKHARA RESTAURANT BY CHECKING THE LINE CORRESPONDING TO YOUR OPINION FOR EACH PAIR OF DESCRIPTORS

    208. Convenient location inconvenient location High prices low prices For me not for me Warm atmosphere cold atmosphere Wide menu limited menu Fast service slow service High quality food low quality food A special place an every day place

    209. A SURVEY CAN BE ORGANIZED WHERE IN RESPONDENTS COULD BE ASKED TO GIVE THEIR OPINION ON THESE PARAMETERS FOR A SET OF RESTAURANTS– LET US SAY FRONTIER TO BE COMPARED WITH BUKHARA

    210. A PERCEPTUAL DIAGRAM CAN BE CONSTRUCTED THAT COULD GIVE US AS TO HOW THE TWO RESTAURANTS ARE PERCEIVED BY THE RESPONDENTS

    211. Image Profile of Commuter Airlines versus Major Airlines

    212. BRAND PROFILING – CAR CARE

    213. A SIMILAR STUDY COULD BE DESIGNED FOR IA AND TRACKING COULD BE UNDERTAKEN ON A REGULAR INTERVAL - SAY AFTER EVERY THREE MONTHS- TO HAVE A BETTER UNDERSTANDING OF THE IA’S FLYERS

    214. EXAMPLE: THE QUALITY OF FOOD CHECK IN FACILITIES CABIN CREW’S RESPONSE TIME ETC. CAN BE EVALUATED USING THIS TECHNIQUE

    215. A SAMPLE OF FLIERS CAN BE REQUESTED TO RATE THE FOOD QUALITY ON A SCALE OF 1 (EXTREMELY POOR) TO 7 (EXTREMELY GOOD) THIS CAN BE COMPARED WITH THEIR PERCEPTION OF IA’S COMPETITOR

    216. THIS COULD BECOME A RELEVANT INPUT IN DECISION MAKING PROCESS FOR THE IA MANAGEMENT TO IMPROVE ITS BRAND IMAGE

    217. LIKERT SCALE AN ORDINAL SCALE FORMAT THAT ASKS THE RESPONDENTS TO INDICATE THE EXTENT TO WHICH THEY AGREE OR DISAGREE WITH A SERIES OF MENTAL BELIEF OR BEHAVIORAL BELIEF STATEMENTS ABOUT A GIVEN OBJECT

    218. THIS SCALE WAS DEVELOPED BY RENSIS LIKERT AND IS WIDELY USED RATING SCALE

    219. IN THE LIKERT SCALE, THE MATTER OF CHOOSING OPPOSITE ADJECTIVES IS AVOIDED RATHER, IT MAKES A STATEMENT OR POSES ONE DESCRIPTION (OR ADJECTIVE) FOR WHATEVER IS BEING EVALUATED

    220. THE RESPONDENT IS THEN GIVEN A SCALE WHOSE POSITION RANGE FROM “STRONGLY AGREE" TO “STRONGLY DISAGREE"

    221. THEY ARE ALSO CALLED SUMMATED SCALES BECAUSE THE SCORES ON THE INDIVIDUAL ITEMS ARE SUMMED TO PRODUCE A TOTAL SCORE FOR THE RESPONDENT

    222. A LIKERT SCALE USUALLY CONSISTS OF TWO PARTS: ITEM PART EVALUATIVE PART

    223. THE ITEM PART IS ESSENTIALLY A STATEMENT ABOUT A CERTAIN PRODUCT EVENT OR ATTITUDE

    224. THE EVALUATIVE PART IS A LIST OF RESPONSE CATEGORIES RANGING FROM “STRONGLY AGREE” TO “STRONGLY DISAGREE”

    225. AN IMPORTANT ASSUMPTION OF THIS METHOD IS THAT EACH OF THE ITEMS (STATEMENTS) MEASURES SOME ASPECT OF SINGLE COMMON FACTOR

    226. OTHERWISE, THE ITEMS CANNOT LEGITIMATELY BE SUMMED IN OTHER WORDS, THE RESULTING SCALE IS UNI DIMENSIONAL

    227. TO CONDUCT THE ANALYSIS, EACH STATEMENT IS ASSIGNED A NUMERICAL SCORE, RANGING EITHER FROM -2 TO +2 OR 1 TO 5

    228. THE ANALYSIS CAN BE CONDUCTED ON: AN ITEM BY ITEM BASIS (PROFILE ANALYSIS) OR A TOTAL (SUMMATED) SCORE CAN BE CALCULATED FOR EACH RESPONDENT BY SUMMING UP ACROSS ITEMS

    229. EXAMPLE: LET US LOOK AT A SET OF TEN STATEMENTS WHICH REFLECT THE ATTITUDE OF AN INDIAN AIRLINES FLYER WE LIKE TO EVALUATE THESE STATEMENTS IN TERMS OF FLYER’ PERCEPTION ABOUT INDIAN AIRLINES

    230. EACH STATEMENT SHALL BE EVALUATED ON A SCALE OF 1 TO 5 1-STRONGLY DISAGREE 2-DISAGREE 3-NEITHER AGREE NOR DISAGREE 4-SOMEWHAT AGREE 5-STRONGLY AGREE

    231. IA IS ALWAYS ON TIME THE SEATS ARE VERY COMFORTABLE I LOVE THE FOOD THEY PROVIDE THEIR AIR HOSTESSES ARE VERY BEAUTIFUL MY BOSS/FRIEND FLIES WITH IA

    232. IA HAS YOUNGER AIRCRAFTS I GET ADVANTAGE OF FREQUENT FLIER PROGRAM IT(THE FLIGHT TIMING) SUITS MY SCHEDULE MY WIFE/MOM FEELS SAFE WHEN I FLY IA FLYING IA COMPLEMENTS MY LIFE STYLE AND SOCIAL STANDING IN THE SOCIETY

    233. A SAMPLE OF FLYERS CAN BE REQUESTED TO BE A PART OF SURVEY WHERE IN EACH OF THE FLYER SHALL EVALUATE EACH STATEMENT AND ASSIGN A VALUE RANGING FROM 1 TO 5 DEPENDING UPON HIS AGREEING OR DISAGREEING WITH THE STATEMENT

    234. THEN A SCORE CAN BE ARRIVED AT FOR EACH INDIVIDUAL AND TOTAL SCORE GIVEN TO EACH STATEMENT BY FLIERS

    235. AND THE STATEMENTS HAVING LOWER/ HIGHER SCORE REFLECT THE PERCEPTION OF THE FLYER ABOUT THE IA ACCORDINGLY IA CAN REPOSITION IT SELF VIS A VIS ITS COMETITORS

    236. STAPEL SCALE: THE STAPEL SCALE IS A SIMPLIFICATION OF THE SEMANTIC DIFFERENTIAL DEVELOPED BY JAN STAPEL

    237. UNIPOLAR SCALE WITH 10 CATEGORIES NUMBERED FROM - 5 TO +5, WITHOUT A NEUTRAL POINT (ZERO), WITH VALUES PROGRESSIONS RANGING FROM POSITIVE TO NEGATIVE WHICH MEASURE DIRECTION AND INTENSITY SIMULTANEOUSLY

    238. USUALLY PRESENTED VERTICALLY RESPONDENTS ARE ASKED TO INDICATE THE OBJECT BY SELECTING A NUMERICAL RESPONSE CATEGORY

    239. THE HIGHER THE POSITIVE SCORE, THE BETTER THE ADJECTIVE DESCRIBES THE OBJECT

    240. THE MAIN VIRTUE OF THIS SCALE IS THAT IT IS EASY TO ADMINISTER AND CONSTRUCT BECAUSE THERE IS NO NEED TO PROVIDE ADJECTIVES OR PHRASES TO ASSURE BI-POLARITY

    241. A Stapel Scale for Measuring a Store’s Image

    242. EXAMPLE: APPLICATION OF STAPEL SCALE FOR THE RETAIL STORE IMAGE STUDY +5 +5 +5 +4 +4 +4 +3 +3 +3 +2 +2 +2 +1 +1 +1 WIDE LESSER HIGH SELECTION KNOWN QUALITY BRAND - 1 - 1 - 1 - 2 - 2 - 2 - 3 - 3 - 3 - 4 - 4 - 4 - 5 - 5 - 5 _____________________________________________

    243. EXAMPLE : BANK STUDY -5 -4 -3 -2 -1 +1 +2 +3 +4 +5 SERVICE IS COURTEOUS LOCATION IS CONVENIENT HOURS ARE CONVENIENT LOAN INTERSET RATES ARE HIGH

    244. Summary of Advantages and Disadvantages of Rating Scales

    245. SORTING Sorting Tasks Require that respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute. Example: Here is a sheet that lists several airlines. Next to the name of each airline is a pocket. Here are ten cards. I would like you to put these cards in the pockets next to the airlines you would prefer to fly on your next trip. Assume that all of the airlines fly to wherever you would choose to travel. You can put as many cards as you want next to an airline, or you can put no cards next to an airline. Cards American Airlines_____ Delta Airlines _____ United Airlines _____ Southwest Airlines_____ Northwest Airlines_____

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