The scaling techniques commonly used in marketing research can be classified into and .
A) random; nonrandom scales
B) comparative; noncomparative scales
C) interval; ratio scales
D) nominal; ordinal scales
E) object; non-object scales
The correct answer and explanation is :
Correct Answer: B) comparative; noncomparative scales
Explanation:
In marketing research, scaling techniques are crucial for measuring customer attitudes, preferences, and behaviors. These techniques help researchers collect quantitative data that can be analyzed to generate insights about target markets. The two broad categories of scaling techniques are comparative and noncomparative scales.
1. Comparative Scales:
Comparative scaling involves a direct comparison of two or more objects. Respondents are asked to compare items and make judgments based on their relative preferences. The evaluation is always in relation to another object or alternative. These types of scales are ordinal in nature, meaning the data reflects order but not the magnitude of difference.
Common types of comparative scales include:
- Paired Comparison Scaling – Respondents choose between two items.
- Rank Order Scaling – Respondents rank items in order of preference.
- Constant Sum Scaling – Respondents allocate a fixed number of points across items based on preference.
Advantages:
- Easy for respondents to understand.
- Useful for ranking and prioritization tasks.
Disadvantages:
- Doesn’t measure the intensity of preference.
- Data cannot be used to calculate means or standard deviations.
2. Noncomparative Scales:
Noncomparative scaling, also known as monadic scaling, evaluates each object independently of others. The respondent assesses each item on its own using a rating scale. These scales are usually interval or ratio in nature, allowing for more advanced statistical analysis.
Common types include:
- Likert Scale – Measures agreement or disagreement on a symmetric agree-disagree scale.
- Semantic Differential Scale – Measures a concept between bipolar adjectives (e.g., good–bad, expensive–cheap).
- Staple Scale – Measures intensity using a single adjective and a numeric scale.
Advantages:
- Allows for measurement of absolute attitudes.
- Suitable for complex statistical operations.
Disadvantages:
- More cognitively demanding for respondents.
- Potential for scale bias if not well-designed.
Understanding the distinction between these two types of scales helps researchers choose the right method for gathering accurate and meaningful data. Would you like examples of each type used in real surveys?