Marketing Research Ppt

Measurement and Scaling Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

RANKING SCALES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

RANKING SCALES ,[object Object],[object Object],Superior 1 About the same 2 3 Inferior 4 5

Semantic differential scale for analyzing candidates and an industry leadership position ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

7 6 5 4 3 2 1 Evaluation Potency Activity Soc Prog. True Succ. Str. Tena. Heavy Act. Fast Hot Slow Cold Passive Light Yielding Weak Unsuccessful False Regressive Un secured

BASIC SCALES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],100 90 80 70 60 50 40 30 20 10 0 ABSOLUTELY CERTAIN STRONG POSSIBILITY SLIGHT POSSIBILITY ABSOLUTELY NO CHANGE

[object Object],EXCELLENT VERY GOOD GOOD FAIR NOT SO GOOD POOR DON’T KNOW(D K) / CAN’T SAY

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],POOR EXCELLENT

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MEASUREMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object]

Scaling Techniques Comparative Non- Comparative Scales Scales Paired Rank Constant Q- Sort Continuous Itemized Comparison Order Sum Rating Rating Scales Scales Likert Semantic Stapel Differential

[object Object],[object Object],[object Object],[object Object]

Rating Scale ,[object Object],[object Object],[object Object],[object Object],No Yes No Yes

Rating Scale ,[object Object],[object Object],Other News Paper Radio T V Relative Friend

Rating Scale ,[object Object],-1 -1 -1 -2 -2 -2 -3 -3 -3 -4 -4 -4 -5 -5 -5 Reputation Exciting product Technology leader +1 +1 +1 +2 +2 +2 +3 +3 +3 +4 +4 +4 +5 +5 +5

Rating Scale ,[object Object],[object Object],S D A Disagree Undecided Agree Strongly

Rating Scale ,[object Object],[object Object],[object Object],[object Object],[object Object]

Rating Scale ,[object Object],[object Object],[object Object],[object Object],Unfavorable Favorable Extremely 1 2 3 4 5 Extremely

Rating Scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 2 3 4 5 6 7 Unimportant Important

SCALING METHOD Scaling methods Ranking scales Rating scales Paired comparison Rank order numerical graphic Check list Rating scale : categorical Ranking scale : comparative RATING SCALER: We judge an object against some specified criteria (in absolute terms)

RATING SCALER ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ERRORS ,[object Object],[object Object],[object Object]

Marketing Research Ppt

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Marketing Research Ppt