Measurement Using Scales
MKTG 3342
Fall 2008
Professor Edward Fox
Scales in Marketing Research

Definition – Procedures for attempting to
determine quantitative measures of
subjective and sometimes abstract concepts

Scaling is a measurement tool
Assigns numbers or symbols to properties of an
object

May be either unidimensional or
multidimensional
Important Scales in Marketing
Research

Graphic Rating Scales (uncommon):
Respondents select a point on a graphic
continuum anchored at the extremes

Itemized Rating Scales (common):
Similar to graphic rating scales, except that
respondents must select from a limited
number of ordered categories rather than
placing a check mark on a continuous scale
Semantic Differential Scale
Begins by determining the concept to be rated.
Then select dichotomous pairs of words or
phrases that could be used to describe the
concept
Respondents then rate the concept on a scale
Finally, compute the mean of these responses
for each pair of adjectives and plotted as a
“profile” or image
Semantic Differential Scale Example
Service is discourteous
1…2…3…4…5…6…7
Service is courteous
Location is convenient
1…2…3…4…5…6…7
Location is inconvenient
Hours are inconvenient 1…2…3…4…5…6…7
Loan interest rates
are high
1…2…3…4…5…6…7
Hours are convenient
Loan interest rates
are low
Profile Analysis (Snake Diagram)
- Example
Service is discourteous
1…2…3…4…5…6…7
Service is courteous
Bank A
Location is convenient
1…2…3…4…5…6…7
Location is inconvenient
Bank B
Hours are inconvenient 1…2…3…4…5…6…7
Loan interest rates
are high
1…2…3…4…5…6…7
Hours are convenient
Loan interest rates
are low
Rank-Order Scale

Description - respondent is asked to judge
one item against another.

Example - Rank the following brands of
cereal according to your preference
(1=most preferred).
__
__
__
__
Kellogg’s Corn Flakes
Rice Krispies
Wheaties
Kellogg’s Raisin Bran ...
Paired Comparisons

Description - Paired comparison scales ask
a respondent to pick one of two objects
from a set based upon a given criterion
Example - Which brand do you prefer?
___ Coca-Cola ___ Pepsi
___ Dr. Pepper ___ Pepsi
___ Coca-Cola ___ Seven-Up
___ Dr. Pepper ___ Seven-Up

Constant Sum Scales
This technique requires the respondent to
divide a given number of points, typically
100, among two or more attributes based
on their importance
 Constant sum scales are used more often
than paired comparisons because the long
list of paired items is avoided

Purchase or Behavioral Intent Scales

Scale designed to measure the likelihood that a
potential customer will purchase a product or
service or behave in a certain way.
Example: If a season ticket were offered for
the Dallas Stars (hockey) games for $240, how
likely are you to buy it?
__ Definitely will buy
__ Probably will buy
__ Probably will not buy
__ Definitely will not buy
Multiple Item Scales


Measurement of several aspects of an individual’s
attitude towards an object
Two or more single-item rating scales combined in
specific ways
Using a Likert (Summated) Scale (very common)
 Allows the respondent to express intensity of feeling
 Construction: Subjects are asked to indicate their
degree of agreement or disagreement with each and
every statement in a series by checking the
appropriate cell
 Use: Sum the scores across items -- an indicator of
overall attitude
Likert Scale (Multi Item) - Example
1. Nordstrom’s is an attractive store.
Strongly
Agree
1
Agree
2
Neither
Agree Nor
Disagree
3
Disagree
4
Strongly
Disagree
5
2. The service at Nordstrom’s is slow.
Strongly
Agree
1
Agree
2
Neither
Agree Nor
Disagree
3
Disagree
4
Strongly
Disagree
5
3. Nordstrom’s has attractive prices.
Strongly
Agree
1
Agree
2
Neither
Agree Nor
Disagree
3
Disagree
4
Strongly
Disagree
5
Considerations When Constructing
Itemized Rating Scales
Nature of Verbal Description
Number of Categories
Forced Versus Non-Forced
Choice
Odd or Even Number of
Scale Categories
Balanced Versus
Nonbalanced Alternatives
Examples Of Category (Itemized) Rating
Scales
1. Balanced, forced-choice, odd-interval scale focusing on
an attitude toward a specific attribute
(1) How do you like the taste of Classic Coke?
___
___
___
___
___
Like It
Very Much
Like it
Neither Like
Nor Dislike It
Dislike It
Strongly
Dislike It
2. Balanced, forced-choice, even-interval scale focusing on
an overall attitude
(2) Overall, how would you rate Ultra Brite Toothpaste?
___
___
___
___
___
___
Extremely
Very
Somewhat
Somewhat
Very
Extremely
Good
Good
Good
Bad
Bad
Bad
Examples Of Category (Itemized) Rating
Scales
3. Unbalanced, forced-choice, odd-interval scale focusing on
an overall attitude
(3) What is your reaction to this advertisement?
___
___
___
___
___
Enthusiastic
Very Favorable
Favorable
Neutral
Unfavorable
4. Balanced, non-forced, odd-interval scale focusing on a
specific attribute
(4) How would you rate the friendliness of the sales
personnel at Sears’ downtown store?
__
__
__
__
__
__
__
__
Very
Moderately Slightly Neither
Slightly Moderately
Friendly Friendly Friendly Friendly Unfriendly Unfriendly
Nor UnFriendly
Very
Don’t
Unfriendly Know
Other Scales

There are numerous other scales.
Examples:
 Stapel
Scale
 Q-Sort Scale
 Thermometer Scale
 Happy Face Scale
 Fishbein weighted sum scale
Choosing an Attitude Scale

Choice is complicated by two problems:
 Many
scales, each with its own advantages/
disadvantages
 Virtually any technique can be adapted to the
measurement of attitude.

Ultimately choice is shaped by:
 Specific
information required
 Adaptability of scale to method of
administration
 Compatibility of scale with the structure of the
respondent’s attitude