Scales and Measurements

1. Process of Marketing Research
December, 2020

2. Process of Marketing Research
8 steps:
Problem definition
Planning the Research
Collection of Data - sources
Collection of Data - methods
Collection of Data - forms
Samples
Data analysis
Report preparation

3. Measurement and Scales

4. What is measurement?
Assigning a number / symbol to the characteristics of a certain
object, according to given rules
A
C
B
E
D

5. What is measurement?
Assigning a number / symbol to the characteristics of a certain
object, according to given rules
A
B
No to objects, but their characteristics!
No to consumers, but perceptions, beliefs, attitudes!
1 2 3 4 5

6. What is a Scale?
Ranking List on which the measured objects’ characteristics are
located (ranking of degree of liking/disliking)
On a scale from 1 to 5 indicate how
satisfied you are with the visit to our
ZOO:
(with 1 indicate that you are very
dissatisfied, with 5 indicate that you
are very satisfied)
1 2 3 4 5

7. Basic measurement scales

8. Basic measurement scales

9. Nominal Scale
Assigning numbers to different objects for IDENTIFICATION
Student’s index number
Car license plates
Number of personal docs
Number of credit card
A student with an index number 225/07
is no better than one with an index number
350/09
Number of football player
NO RANKING!

10. Nominal Scale
Assigning numbers to different objects for IDENTIFICATION
Each item is marked only with one number!
The same number can not use twice!
One-to-one relation between object and number
Marathon runner with number
2300 is not slower/ faster than
the one with number 4
Number of marathon runners

11. Ordinal Scale
RANKING objects’ characteristics in hierarchical order!
Quality ranking (A, B ... class)
Ranking of UEFA teams
Student Ranking (5-10)
Determination whether one object is better /
worse than others, but it is not known how
much more or less!
Ranking of customer opinions
RANKING by priority!
First, second, third ... (success)
Ranking of companies

12. Ordinal Scale
RANKING objects characteristics in hierarchical order!
Company name - manufacturer
Performance
Price
Style
Please rank the car features according to your preferences:
Color

13. Interval Scale
IDENTIFIES, RANKS & DETERMINES THE DISTANCE
between objects! (differences between object characteristics)
Intensity of earthquakes
River level
No zero point!
No starting point!
No proportions!
Relations can not be made!
DIFFERENCES BETWEEN ITEMS!
Temperature (30°C is not twice hotter than 15°C)

14. Nominal, Ordinal & Interval Scale
NOMINAL SCALE =
A,B, C, D….
ITALY
D - identification, not ability
4th place - ranking better than
5,6,7 .....
1165 points is 1 point better
than Colombia 1164, and 125
points worse that Argentina
Рангирањенафудбалски тимовивосветот, декември2012 година
ID тим ранг поени
A Шпанија 1 1606
B Германија 2 1437
C Аргентина 3 1290
D Италија 4 1165
E Колумбија 5 1164
F Англија 6 1151
G Португалија 7 1144
H Холандија 8 1124
I Русија 9 1070
J Хрватска 10 1064
ORDINAL SCALE =
1,2, 3, 4…
INTERVAL SCALE =
1606, 1437, 1290…

15. Ratio Scale
IDENTIFIES, RANKS & DETERMINES THE DISTANCE + ZERO
POINT (starting point)
Measures for length, width
Age, time, speed, power
Measure for money, income costs
The respondent with an annual income of
40,000 euros earns twice as much as the
respondent with an annual income of 20,000
euros
Measure of distance
PROPORTIONS are important
Measures for height, weight
Size of Sales

16. Ex: Application of the 4 scales
Measuring consumer preferences for water brands:
Mark with “*” every brand of water that you like, from the list below:
- Prolom
- Gorska
- Ladna
- Dobra voda
- Pelisterka
- Kozuvcanka
Nominal scale
Ordinal scale
Mark with “*” every brand of water that you like, from the list below:
- Prolom
- Gorska
- Ladna
- Dobra voda
- Pelisterka
- Kozuvcanka

17. Ex: Application of the 4 scales
Measuring consumer preferences for water brands:
Show the degree of preference for each of the water brand by marking the
appropriate place on scale: (statement: You like the brand)
strongly agree agree so-so disagree strongly disagree
- Prolom
- Gorska
- Ladna
- Dobra voda
- Pelisterka
- Kozuvcanka
Interval scale
Ratio scale
Distribute 100 points to the following brands of water. Most
points to the water you like, and zero to the least you like.
- Prolom
- Gorska
- Ladna
- Dobra voda
- Pelisterka

18. Ex 2: Choose the right scale
A visiting professor in Marketing that lectured to the IBU students is
evaluated as:
- Superior
- Average
- Poor
My ID number is 0211970455188, and my mom’s is 2004946455017. Our
numbers are part of:
Time required to do a construction project:
Ana’s IQ is 160 and very high compared to Igor’s 80:
Frank Shorter was the fastest, the first marathon runner in 1947:

19. Ex 2: Choose the right scale
A visiting professor in Marketing that lectured to the IBU students is
evaluated as:
- Superior
- Average
- Poor
My ID number is 0211970455188, and my mom’s is 2004946455017. Our
numbers are part of:
Time required to do a construction project:
Ana’s IQ is 160 and very high compared to Igor’s 80:
Frank Shorter was the fastest, the first marathon runner in 1947:
ORDINAL SCALE
NOMINAL SCALE
RATIO SCALE
INTERVAL SCALE
ORDINAL SCALE

20. Classification of Scaling Techniques
Comparative scales Non-Comparative scales
Comparison of one object’
characteristics with others!
Comparison of one object’
characteristics independent of others !
Paired comparison
Rank order
Constant sum
Q-sort scale
Continuous
scaling
Detailed itemized
scaling
Likert
Semantic
differential
Stapel

21. Classification of Scaling Techniques

22. A) Comparative Scales
Comparison of one object’ characteristics with others!
Paired comparison Rank order
Constant sum Q-sort scale
V.S.

23. A) Comparative Scales
1) Paired comparison scaling
A respondent has to choose one of two items according to a
given criterion!
More comparative pairs
[n (n-1) / 2]
A B C D E
A
A
A
B
B
C
C
D
A BB
C
D
E
C
D
E
D
E
E

24. A) Comparative Scales
1) Paired comparison scaling
This scale compares two products according to some criteria
(quality, speed, strength, power, style, durability….)
Example:
LG
Sony
Sony
Samsung
Samsung
There are 5 brands of phones. Tell us which brand
you prefer from each pair!
LG
LG
LG
Sony
Nokia
Samsung
Nokia
Sony Nokia
Samsung Nokia
[n (n-1) / 2]
[4 * 3 / 2]
= 6 pairs

25. A) Comparative Scales
2) Rank order scaling
Rank the brands of toothpastes according to your preferences. Start by choosing
the brand you like the most and mark it with 1. Mark the second brand you like with
2. Continue the procedure until you rank all the toothpastes according to your
preferences. The brand you prefer the least should be marked with the number 10.
No two brands can have the same ranking number.
Brand Ranking
1 Crest
2 Colgate
3 Aquafresh
4 Astera
5 Kolynos
6 Lacalut
7 Zirodent
8 Parodontax
9 Signal
10 Blend-a-med

26. A) Comparative Scales
2) Rank order scaling
This scale presents more products and the respondent should arrange
and rank them according to a certain criterion, from the best to the
worst, from the most preferred to the least preferred, or vice versa
Example:
Rank the following soft drinks in order of
preference. Assign number 1 to the one you prefer
the most, and 5 to the one you like the least.
Pepsi
Fanta
Sprite
7 UP
Coca Cola

27. A) Comparative Scales
3) Constant Sum Scaling
Soap 1 Soap 2 Soap 3
1 Tenderness 8 2 4
2 Sparkling 2 4 17
3 Contents 3 9 7
4 Price 53 17 9
5 Scent 9 0 19
6 Packaging 7 5 9
7 Moisture 5 3 20
8 Cleaning power 13 60 15
SUM 100 100 100
Below are eight attributes of toilet soaps. Please assign 100 points to the attributes
in such a way that the distribution should show the relative importance of each
feature of the soaps to you. The more points one attribute gets, the more important
it is to you than the others. If an attribute is not important to you at all then give it
zero points. If one attribute is twice as important as another, then it should get
twice as many points.

28. A) Comparative Scales
3) Constant Sum Scaling
At this scale the respondent should allocate 100 points, coins, chips,
money, tokens to certain product features. He/she can assign zero to
those he does not prefer.
Example: Please allocate 100 points on how you spend your
income:
Essentials (food, hygiene products…)
Entertainment (clubs, movies, friends)
Travels (weekend trips, abroad)
Utilities (gas, water, electricity)
Clothes, shoes, jewelry, accessories

29. A) Comparative Scales
4) Q-Sort Scaling
Tasty So-So Not tasty

30. A) Comparative Scales
4) Q-Sort Scaling
Like Neutral Dislike
The purpose of this scale is to quickly classify a large number of
products (60-140) according to certain criteria.
Example: Please arrange the following 90 magazines in the
following three groups.:

31. B) Non-Comparative Scales
Comparison of one object’ characteristics independent of others !
Continuous scaling Detailed itemized scaling
Likert scale
Semantic differential
Stapel scale

32. B) Non-Comparative Scales
1) Continuous scaling (graphical scales)

33. B) Non-Comparative Scales
1) Continuous scaling (graphical scales)
Respondent rate one product by placing a mark at the appropriate
position on a line that runs from one to other extreme of product’s
characteristics. Lines can vary a lot!
Example:
How would you rate McDonald’s as a fast food
restaurant? Mark it on the scale:
Probably the
worst
Probably the
best
√

34. B) Non-Comparative Scales
2) Detailed scaling: LIKERT SCALE
The Likert scale has 5 possible answers to which the respondent should
answer about the characteristics of a product

35. B) Non-Comparative Scales
2) Detailed scaling: LIKERT SCALE
The Likert scale has 5 possible answers to which the respondent should
answer about the characteristics of a product
Example: You recently bought a Samsung vacuum cleaner from
our store. Please evaluate our brand in terms of the
following statements:
I would recommend the
brand to others
I have positive
experience with the it
I would purchase from
your shop again
Strongly
agree
Agree Neutral Disagree
Strongly
disagree

36. B) Non-Comparative Scales
2) Detailed scaling: SEMANTIC DIFFERENTIAL
The SD scale has 7 possible answers to which the respondent should
answer about the characteristics of a product, including Zero!

37. B) Non-Comparative Scales
2) Detailed scaling: SEMANTIC DIFFERENTIAL
The SD scale has 7 possible answers to which the respondent should
answer about the characteristics of a product, including Zero!
Example:
Please rate your Marketing professor on the following
traits:
Unfair
-3 -1-2 0 1 2 3
Fair
Subjective
Passive
Objective
Active

38. B) Non-Comparative Scales
2) Detailed scaling: STAPEL SCALE

39. B) Non-Comparative Scales
2) Detailed scaling: STAPEL SCALE
The Stapel scale has 7 or 10 possible answers to which the respondent
should answer about the characteristics of a product, without Zero!
Example: Please rate your purchasing experience:

40. B) Non-Comparative Scales
2) Detailed scaling: STAPEL SCALE
The Stapel scale has 7 or 10 possible answers to which the respondent
should answer about the characteristics of a product, without Zero!
Example: Please rate your University:

41. C) Multidimensional Scales
1) GUTTMAN SCALE
The purpose of this scale is for the respondent to agree with
statements up to a certain point, and after that point to stop agreeing
with further statements. He answers with “yes” or “no”.
Example: Please mark all the statements you agree with:

42. D) Other Scales
1) Faces and Thermometer

43. D) Other Scales
1) Faces and Thermometer
Термометар скала
Инструкции: Ве молиме означете колку ги сакате хамбургерите на МекДоналдс со
обојување на термометарот со црвена боичка.
Скала со среќни лица
Инструкции: Ве молиме означете колку ги сакате куклите Барби со покажување на лицето
на сликата.

44. Homework
By using all comparative and non-comparative, as well as
multidimensional and other scales, write down your
satisfaction with studying and learning different subjects
at the IBU.