Measurement And Scaling. Fundamentals and comparative scaling. This presentation will give you all the details. Video courtesy by CreativeHeuristics

1. Me a s ure me n
t & S c a lin g
C h 8.
F u n d a m e n t a ls &
C o m p a r a t iv e
S c a lin g

2. Introduction
• Measurement & Scaling
• Primary scales of measurement
• A comparison of scaling techniques
• SPSS windows

3. SCALING MEASUREMENT
Scales place the Assigning numbers to
objects being characteristics of objects
measured along a being measured according
continuum to predetermined rules

4. Scale characteristics
 Description
 Order
 Distance
 Origin

5. Primary Scale of Measurement
 Nominal
 Ordinal
 Interval
 Ratio

6. Nominal Scale

7. Ordinal Scale

8. Interval Scale

9. Ratio Scale

11. Scaling
Techniques
Comparative
Scales
Paired
Comparison
Constant
Sum
Rank
Order

12. Comparative Scales
• Involves direct comparison of objects
• Only ordinal or rank order properties
• Example:- or

13. Paired Comparison
• A respondent is presented with two objects and
asked to select one.
• Number of times a brand was preferred

14. Rank order Scaling
• Just order or give rank.
• On a specific criteria (preference)
Example:- Brands of
Toothpaste

15. Constant Sum Scaling
• Allocate a sum of units.
• Assign the units according to its
importance
Example:-Second.pptx

16. Ethics in Marketing Research
• Use of appropriate type of
scale
• Scaling Ethical Dilemmas
• Analyze by correct statistical
procedure
16

17. SPSS Windows
• Design any of primary type of scale
17

18. Thank You…