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STEPS
1. Establish the need for research
2. Define the problem
3. Establish research Objective & Hypothesis
4. Determine research design
5. Identify information types and sources
6. Determine methods of accessing data

8. Determine sample size & plan

9. Collect data
10. Analyze data
11. Prepare & present final research report

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 Session Objective
• At the end of this session, you will be able to:
 Discriminate between Nominal, Ordinal, Interval and
Ratio scale
 Explain Comparative and Noncomparative
Techniques

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 Measurement and Scaling
Measurement means assigning numbers or other symbols to
characteristics of objects according to certain prespecified
rules.
– The rules for assigning numbers should be standardized
and applied uniformly.
– Rules must not change over objects or time.

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 Measurement and Scaling
Scaling involves creating a continuum upon which measured
objects are located.

Consider an attitude scale from 1 to 100. Each respondent is

assigned a number from 1 to 100, with 1 = Extremely
Unfavorable, and 100 = Extremely Favorable. Measurement is
the actual assignment of a number from 1 to 100 to each
respondent. Scaling is the process of placing the respondents
on a continuum with respect to their attitude toward
department stores.

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 Primary Scales of Measurement
Nominal Scale
• The numbers serve only as labels or tags for identifying and
classifying objects.
• When used for identification, there is a strict one-to-one
correspondence between the numbers and the objects.
• The numbers do not reflect the amount of the characteristic
possessed by the objects.
• The only permissible operation on the numbers in a nominal
scale is counting.
• Only a limited number of statistics, all of which are based on
frequency counts, are permissible, e.g., percentages, and
mode.

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 Primary Scales of Measurement
Ordinal Scale
• A Ordinal scale in which numbers are assigned to objects to
indicate the relative extent to which the objects possess some
characteristic.
• Can determine whether an object has more or less of a
characteristic than some other object, but not how much
more or less.
• Any series of numbers can be assigned that preserves the
ordered relationships between the objects.
• In addition to the counting operation allowable for nominal
scale data, ordinal scales permit the use of statistics based on
centiles, e.g., percentile, median.

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 Primary Scales of Measurement
Interval Scale
• Numerically equal distances on the scale represent equal
values in the characteristic being measured.
• It permits comparison of the differences between objects.
• The location of the zero point is not fixed. Both the zero point
and the units of measurement are arbitrary.
• It is meaningful to take ratios of scale values.
• Statistical techniques that may be used include all of those
that can be applied to nominal and ordinal data, and in
addition the arithmetic mean, standard deviation, and other
statistics commonly used in marketing research.
• It provide the information between one & other object.

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 Primary Scales of Measurement
Ratio Scale
• Possesses all the properties of the nominal, ordinal, and
interval scales.
• It has an absolute zero point.
• It is meaningful to compute ratios of scale values.
• All statistical techniques can be applied to ratio data.

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 Primary Scales of Measurement
Scale
Nominal Numbers Finish
Assigned
7 8 3
to Runners

Ordinal Rank Order Finish

of Winners
Third Second First
place place place

Interval Performance
Rating on a 8 9 9
0 to 10 Scale

Ratio Time to 15.2 14.1 13.4

Finish, in
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Seconds
 Comparative scale
• One of two types of scaling technique in which
there is direct comparison of stimulus objects
with one another

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 Comparative Scaling Techniques
Paired Comparison Scaling
• A respondent is presented with two objects and asked to
select one according to some criterion.
• The data obtained are ordinal in nature.
• Paired comparison scaling is used when the stimulus objects
are physical products.
• With n brands, [n(n - 1) /2] paired comparisons are required
• Under the assumption of transitivity, it is possible to convert
paired comparison data to a rank order.

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 Comparative Scaling Techniques
Rank Order Scaling
• Respondents are presented with several objects
simultaneously and asked to order or rank them according to
some criterion.
• It is possible that the respondent may dislike the brand ranked
1 in an absolute sense.
• Furthermore, rank order scaling also results in ordinal data.
• Only (n - 1) scaling decisions need be made in rank order
scaling.

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 Preference for Toothpaste Brands
Using Rank Order Scaling
Form
Brand Rank Order
1. Cibaca _________
2. Colgate _________
3. Babool _________
4. Miswak _________
5. Close Up _________

6. Pepsodent _________

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 Comparative Scaling Techniques
Constant Sum Scaling
• Respondents allocate a constant sum of units, such as 100
points to attributes of a product to reflect their importance.
• If an attribute is unimportant, the respondent assigns it zero
points.
• If an attribute is twice as important as some other attribute, it
receives twice as many points.
• The sum of all the points is 100. Hence, the name of the
scale.

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 Non comparative scale
• One of two types of scaling technique in which
each stimulus object is scaled independently
of the other objects in the stimulus set.

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 Non comparative scale
Non
Comparative
Scale

Itemized Continuous
Rating Scale Rating Scale

Semantic
Likert
Differential

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 CONTINUOUS RATING SCALE
• Also called as graphic rating scale,
respondents rate the objects by placing a
mark at the appropriate position on the line
that runs from one extreme of the criterion
variable to the other.
• It is easy to construct but data feeding is
difficult and cubersome.

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 LIKERT SCALE
• It is scale in which respondents indicate a degree of agreement or
disagreement with each of the series of statements about stimulus
object.
• Each scale item has five response categories ranging from “strongly
disagree” to “strongly agree”
• There is a reason for having both positive and negative statements. This
controls the tendency of some respondents, particularly those with very
positive or very negative attitudes, to mark the right- or left-hand sides
of the scale without reading the statements.
• Analysis can be done using profile analysis (item by item) or summated
analysis

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 Note that some statements are positive (e.g., statement 1) in that they
reflect positively on McDonald’s, while others are negative (e.g.,
statement 2) and reflect negatively on McDonald’s.

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 SEMANTIC DIFFERENTIAL SCALE
• It is a seven point rating scale with endpoints
associated with bipolar labels that have
semantic meaning.
• The respondents mark the blank that best
indicates how they would describe the object
being rated.
• Eg. Samsung Laptops are
Reliable :-:-:-:-:-:-:-: Unreliable

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 Staple Scale
• The Stapel scale, named after its developer, Jan Stapel, is a
unipolar rating scale with ten categories numbered from −5 to
+5, without a neutral point (0).
• This scale is usually presented vertically with one adjective
hence unipolar in nature
• Respondents are asked to indicate how accurately or
inaccurately each term describes the object by selecting an
appropriate numerical response category.
• The higher the number, the more accurately the term
describes the object, as shown in the McDonald’s example.

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Instructions: please evaluate how accurately each word or phrase describes each of
the fast food restaurant. Select a plus number for the phrases you think describe the
restaurant accurately. The more accurately you think the phrase describes the
restaurant, the larger the plus number you should choose. You should choose the
minus number for the phrases you think do not describe it accurately. The less
accurately you think the phrase describes the restaurant, the larger the minus number
you should choose. You can select any number, from +5 (very accurate phrases) to -5
(very inaccurate). Please indicate your response by circling at the appropriate number.

+5 +5
• Mcdonald’s +4 +4
+3 +3
+2 +2
+1 +1
High quality food Poor Service
-1 -1
-2 -2
-3 -3
-4 -4
-5 -5
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 Attitude Measurement Scale
attitudes are composed of three components, viz., a knowledge (cognitive) component,
feeling and emotional (affect) component and the action (conative) component

Conation

Affect
Cognition

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Source: Schifman, L.G. and Kanuk, L.L., Consumer Behavior, 9rd Edition, Pearson, Prentice Hall. 25
 1. Cognitive Component

– Consumer’s knowledge and perceptions that are

acquired by a combination of direct experience with
the attitude object (product) and related information
from various sources (personal / impersonal sources).
– This Knowledge and perception towards object takes
the form of belief.
– The consumer believes that specific behaviour will lead
to specific outcome. It is because consumer possess
specific attitude based on products attributes

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 MEASURING ATTITUDE COMPONENT
1. cognitive
n
• AO = ∑ Xi Wi
i=1

Where A0 = Attitude towards object O

X = Strength of belief that a particular attribute is
present, measured on a scale of 1 to 7 ( 1 is strongest & 7
is weakest)
W = Importance of the attribute to the consumer (
measured on a scale of 1 to 3 ( 1 is very important & 3
least important)
Lesser the score, more favorable is the attitude towards
the product.

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 Example
Samsung Iphone
X W TOTAL X W TOTAL
• OS
• Price
• Camera
• Design

• ( X =1 to 7, W = 1 to 3)

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 2. Affective Component
– A consumer has emotions or feelings about a particular
product or brand.
– Emotional connection i.e. likes or dislikes towards a
product

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 2. Affective : like- dislike scale should be
used.
Selected Evaluations Scale Used to Gauge
Consumers’ Attitudes toward Mcdonalds

Compared to other fast food joints, MacD is:

Good [1] [2] [3] [4] [5] [6] [7] Bad
Positive [1] [2] [3] [4] [5] [6] [7] Negative
Pleasant [1] [2] [3] [4] [5] [6] [7] Unpleasant
Appealing [1] [2] [3] [4] [5] [6] [7] Unappealing

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 2. Affective : Likert scale should be used.
Measuring Consumers’ Feelings and Emotions with Regard to visiting
Mc D

We would appreciate it if you would share how was your experience after visiting the
MacD. For each of the words below, we would appreciate it if you would mark with an
“X” in the box indicating your visit experience.

Strongly Strongly
Agree Disagree
I felt relaxed [] [] [] [] []
The food changed my [] [] [] [] []
mood
I enjoyed every bit of the [] [] [] [] []
moment from my visit
The outlet was clean [] [] [] [] []
I felt refreshed [] [] [] [] []
I felt revived [] [] [] [] []
I felt pampered [] [] [] [] []

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 3. Conative Component

– The likelihood or tendency that an individual will

undertake a specific action or behave in a particular way
with regard to the attitude object

– The conative component, is indicative of an individual’s

tendency to behave (to buy or not to buy) in a particular
manner with respect to the attitude object
(product/service offering, brand etc.).

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 3. Conative : ITB scale is used
Two Examples of Intention-to-Buy Scales
Which of the following statements best describes the chance that
you will visit Mc D the next time you want to eat something?
___I definitely will visit it.
___I probably will visit it.
___I am uncertain whether I will visit it.
___I probably will not visit it.
___I definitely will not visit it.

How likely are you to visit Mc D during the next three months?
___Very likely
___Likely
___Unlikely
___Very unlikely

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 CYU
Identify Scales

1 Do you own two wheeler bikes?

• A. Yes B. No

2 Which of the following bikes you have

• Honda
• Hero Honda
• Bajaj
• TVS
• Yamaha
• Royal Enfield
• Others ________________________________________

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3. Rate the following factors on the basis of level of importance
while making purchase decision

Most Important Does not Least Not at all

Important matter important Important
Price
After sales
service
Aesthetic
looks
Fuel
efficiency
Resale value
Power
Technical
competence
Brand
Design
Mileage

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4. According to you, your bike

Strongly Agree Agree Neither agree Disagree Strongly

nor disagree disagree

Has long life

Good fuel efficiency
High resale value
Good value for money
Easy to ride
Easy to handle
Trouble free
Dependable
Trendy

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 Personal details
1.Name: ____________________________________________________________

2. Age
• 18 – 25
•26 – 35
•36- 45
•MORE THAN 45

3. Gender
•Male
•Female

4. Income level
• < 2,00,000
• 2,00,001- 5,00,000
• >5,00,000

5. Educational qualification
•SSC
•HSC
•Graduate
•Post Graduate
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