Comparative And Non-Comparative Scaling

MARKET RESEARCHAND CONSUMER INSIGHT

-Piyush Daga

Comparative Scaling

5 Types

• Paired Comparison

• Rank Order Scheme

• Constant Sum Scale

• Comparative Line Marking

• Q Sort Scale

1. Land Cruiser or Land Rover

Paired Comparison is comparing and choosing alike products or brands,

depending on the taste and preference of the person.

2. Baskin Robbins or Gelato

Rank Order Scheme is the ranking of the customers choice and preferences over

buying some product or doing some activity.

Example

• Rank the following, as to which subject will you start studying with, for the coming exam.

___ Market Research And Consumer Insight___ Financial Management___ Creative Communication ___ Experiential Branding1.2.

3.4.

Example

• Rank the following,as which happens to be the most luxurious car from the options below:

___ Rolls Royce___ Bentley___ Chrysler___ Jaguar

2.4.

3.1.

The Sum Scale, should amount to a hundred in percentage.

Constant Sum Scale is when a number of units such as money, points, credit is to be distributed by the customer for a brand or

products features.

Example

• Criteria when purchasing a new Laptop.

Brand - ____ PointsFeatures - ____ PointsQuality - ____ PointsHard disk Space - ____ PointsPrice - ____ Points

351520

2010

Example

• How favourable is the search engine to you when looking for information on the World Wide Web.

Google - ____ PointsYahoo - ____ PointsBing! - ____ PointsRediff - ____ Points

6515128

Comparative Line Marketing is the level of similarity or difference in the consumers

mind, with respect to a particular brand or a product.

Example

• Adidas, in terms of Athletic Shoes.

Exactly The Same Completely Different

Example

• BMW, in terms of performance.

Exactly The Same Completely Different

Q Sort Scale is grouping of a set of objects (Brands, products) based on a criteria.

Non - Comparative Scaling

3 Types

• Non - Comparative Line Marking

• Itemised Rating Scale

• Multiple Item Scale

Usually Given to identify individual choices about a brand.

In Non - Comparative Line Marking the respondent is asked to place a mark on the position they see fit, based on their taste and preference, on a line that best

describes the subject.

EXAMPLE

• Categorise the following in a graph based on the given brand names of Chips:

Lays Magic MasalaBingo Mad AnglesKurkure Masala MunchHippo Thai Chilli

In Itemised Rating Scale the respondent is provided with a scale having numbers or

brief descriptions, and they have to select which best describes the product, brand or

company.

EXAMPLE• How would you rate Times of India

newspaper, with respect to the content quality?

BESTWORST

EXAMPLE

• How would you describe your education at Jain University?

Poor Average Good Very Good Exceptional

An overall reaction is determined by combining the reactions to each.

In Multiple Item Scale the respondent is given a few statements to which they have

to react.