Comparative Scaling Technique

Comparative Scaling Technique

Definition:Provide a direct comparison between stimulus objects.Used for comparison between stimuliInclude fewer theoretical assumption

AdvantageEasy application for the researcherEasy understanding for the respondent

Comparative Scaling Technique

Comparative Scaling Technique

Disadvantage

Lacks distance and origin properties

Does not provide possibility of carrying out various advance statistical techniques.

Comparative Scaling

Technique

Comparative Scaling

Technique

Definition:

Comparative scaling technique is technique that which is a respondent is presented with two objects at a time and asked to select one object (rate between two objects at a time) according to some criterion

Respondents are asked to choose one among two alternatives on a selected criteria.

Frequently used to compare existing products with an upcoming new or competitor product.

i) Paired Comparison Scaling

i) Paired Comparison Scaling

Researcher interested in knowing consumers preference among three different tourism package that is package A, B and C.

From these, researcher can develop 3 questionnaire for respondents:

- Preference between package A and B

-Preference between package B and C

-Preference between package C and A

i) Paired Comparison Scaling

i) Paired Comparison Scaling

ExampleExample

By using paired comparison scaling, researcher can generate a rank order among stimuli.The number of packages for comparison should not too many.This is because, the increased of the packages will increases the number of comparison geometrically.

i) Paired Comparison Scaling

i) Paired Comparison Scaling

Brand Coke Pepsi Sprite 7UP

Coke — Ö

Pepsi —

Sprite Ö Ö —

7UP Ö Ö Ö —

No. of times preferred 2 3 1 0

Ö = the brand in that column was preferred over the brand in the corresponding row

Example of data recording record of paired comparison

AdvantageQuite helpful when when the number of stimuli is limited.Reveal direct comparison overt choices

DisadvantageBecome tedious technique if involved large stimuliViolation of the assumption of transitivity

paired comparison

Objects are presented may bias the results

Scale has little resemblance to the market situation

Respondent may prefer one item over certain others

Paired Comparison Scaling

Paired Comparison Scaling

Definition:

A respondent is presented with several items simultaneously and asked to rank them.This is an ordinal level technique.

This scaling technique also uses comparison between stimuli objects using pre-determined creterion.

Ordinal scale that desribes the favoured and unfavoured objects but doesn’t reveal the

distance between the objects.

Result data in rank order is ordinal data.

ii) Rank Order Scalingii) Rank Order Scaling

This data is more realistic in obtaining the response and it yields better result when direct comparison is that only ordinal data can be generated.

DisadvantageCan create biased resultsLacks distance and origin properties

AdvantageEase of understanding

Rank Order ScalingRank Order Scaling

Packages Rank

A 3

B 1

C 2

Rank order is a rank that is listed from important to least important as shown above.The respondent will be given choices to rank according to

their opinion on certain criteria.

Rank order is a rank that is listed from important to least important as shown above.The respondent will be given choices to rank according to

their opinion on certain criteria.

Example of Rank Order

Example of Rank Order