# Comparative scaling techniques in business research

61 %
39 %

Published on March 8, 2014

Author: satyamlucky7

Source: slideshare.net

## Description

Prepared by SATYAM ANAND

WHAT IS COMPRATIVE SCALING TECHNIQUES?  A comparative scale is an ordinal or rank order scale that can also be referred to as a nonmetric scale.  Respondents evaluate two or more objects at one time and objects are directly compared with one another as part of the measuring process.  For example you could ask someone if they prefer listening to MP3s through a Zune or an iPod.

 We can take step further and add some other MP3 player brands to the comparison.  MP3 players would be scaled relative to each other and the scale position of any one player would depend on the scale position of the remaining players.

NAME OF MP3 PERSON A PLAYER SCALING PERSON B SCALING SONY 2 1 PHILIPS 3 4 APPLE 1 3 SAMSUNG 4 2

RANK ORDER SCALE A Rank Order scale gives the respondent a set of items and asks them to put the items in some form of order.  The measure of 'order' can include Preference  Liking  Importance  Effectiveness   The order is often a simple ordinal structure (A is higher than B).

 FOR EXAMPLE:Rank the 4 activities that you would like to do in evening by writing A to D. As ‘A’ is the most preferred and ‘D’ is the least preferred. Staying in and watching television. A Going bowling. D Going to a bar with a friend. C Going out for a meal. B

HOW CAN WE SHORT ORDINAL DATAS? Sorting of ordinal data can be done in several ways:Priority sorting Block sorting Score sorting Pairwise sorting Q-Sorting 

SPEARMAN RANK CORRELATION COEFFICIENT    The Spearman Rank Correlation Coefficient is a form of the Pearson coefficient with the data converted to rankings (ie. when variables are ordinal). The raw scores are converted to ranks and the differences (di) between the ranks of each observation on the two variables are calculated. ρ = 1 - (6 * SUM(di2)) / (n * (n2 - 1))

EXAMPLE  Two groups, x and y, are asked to rank ten items. The correlation between their rankings are then compared as below:-

KENDALL TAU RANK CORRELATION COEFFICIENT   The Kendall Tau Rank Correlation Coefficient is used to measure the degree of correspondence between sets of rankings. The Kendall coefficient is denoted with the Greek letter tau (τ). τ = (4P / (n * (n - 1))) - 1

Q. A GROUP OF PEOPLE, DENOTED AS A TO E, HAVE THEIR IQ AND HAT SIZE MEASURED, TO DETERMINE IF A BIGGER BRAIN MAKES YOU BRAINIER. THE PEOPLE ARE RANKED BY BOTH IQ AND HAT SIZE (1 - HIGHEST RANK), AND PUT IN A TABLE, AS BELOW. Now P is the sum of the 'unexpected' rankings, measured as the sum of the number ranked hat sizes to the right (ie. in lower positions than the assessed position). P=2+3+1+0+0=6  τ = (4*6 / (5* (6 - 1))) - 1 = 0.04

PAIRED COMPARISON: Respondents are presented with two objects and asked to select one according to some criterion.  For n objects, there are:- n(n-1)/2 comparisons

EXAMPLE:- IF WE HAVE TO COMPARE FIVE ITEMS SAY A,B,C,D,E TOGETHER. THEN WE WILL COMPARE:- A&B B&D A&C A&D A&E B&C B&E C&D C&E D&E Hence total number of comparisons= N(N-1)/2 =5(5-1)/2 =10

 User name: Comment:

## Related presentations

#### Cheapest canvas prints shopcanvasprintcom

April 2, 2014

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

#### Paseo en bici por la historia del comercio gijones

April 1, 2014

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

#### Meta anlysis of 5 spanish ropo studies minerva ove...

April 1, 2014

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

#### Informa Whitepaper - The Rise of Australia's LNG I...

April 1, 2014

With three established projects across the country and seven more in the pipeline,...

#### Decoding Retail StartUp : Comprehensive Roll-Out S...

April 1, 2014

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

#### What is research??

April 2, 2014

Explanatory definitions of research in depth...

## Related pages

### Comparative Scaling Techniques for Survey Research ...

Scaling emerged from the social sciences in ... A comparative scale is an ordinal or rank order ... Comparative Scaling Techniques for Survey Research.

### business research measurement scales - Scribd

TYPES OF SCALING TECHNIQUES. The various types of scaling techniques used in research can be classified into two categories: (a) comparative scales, and (b ...

### MARKETING RESEARCH CHAPTERS 9: Measurement and Scaling ...

... Fundamentals and Comparative Scaling 10 Measurement and Scaling: Noncomparative Marketing ... 20 Comparative Scaling Techniques ... Business Research ...

### Scaling Techniques in Business Research | eHow

Scaling Techniques in Business Research. Scaling is a ... Scaling Techniques in Business Research ... In market research, comparative scales are ...

### Chapter 3: Levels Of Measurement And Scaling

... Levels Of Measurement And Scaling. ... A common feature of marketing research is the ... comparative and non comparative. In comparative scaling, ...

### Scale (social sciences) - Wikipedia

Should you use a comparative scale ... Comparative scaling techniques ... Alternative forms reliability checks how similar the results are if the research ...

### Comparative Scaling - scribd.com

Business & Leadership; Fiction ... It is possible that the respondent may dislike the brand ranked 1 in an absolute sense.Comparative Scaling Techniques ...