An Assignment

On

“Comparative & Non-comparative Measurement Scale Analysis”

Couse Name: Research Methodology

Course Code: MGT-409

GROUP PROFILE

Group Name -“Spectrum”

BBA-6th Batch

Department of Management Studies

Faculty of Business Studies (FBS)

Jahangirnagar University

Savar, Dhaka-1342

Name ID Topic
Shamim Rana 1794 Rank Order scale
Faria Hossen Any 1791 Constant sum scale
Shariful Isalm 1819 Semantic differential scaling
JPM Jisanus Salehin 1800 Staple Scale
Shameema Akhter 1776 Likert Scale

Rank Order Scale (Various Comparative Scale)

Imagine a scenario,
Where you’re an executive and airline company getting feedback on customer experience. You
would like to improve the overall experience, and you have many ideas of possible solutions, but
you can’t implement them all. You could start by presenting ideas to the customers and asking to
rate them on a scale from “not at all” to “very” important options but would it be helpful if they
all said that all these aspects are “very important”? Probably not. This is where you should be
considering a rank order question. Rank order question asks respondents to order the presented
options from high to low. By asking this, respondents cannot say that all things are equally
important. They are actually forced to prioritize.

Scope

1. Rank order question does take more effort for the respondent, so use them judiciously (one per
survey is best).

2. Develop the presented list/options carefully. You don’t want to give them terrible
options/ideas that will not create any value for you and waste everyone’s time.

3. Spend time on wording your questions right to get the best outcome.

Advantage

1. Ranking scales give you an insight into what matters to your respondents. Each response to an
item has an individual value, giving results that you can easily average and rank numerically.

2. This can be a valuable business tool, as it gives a statistical breakdown of your audience's
preferences based on what you need to know.

Disadvantage

1. Ranking scales cannot tell you why something is important or unimportant to respondents.
They address items in relation to each other rather than individually, and they may not give fully
accurate results.

2. There is no way to measure how much of a distance there is between levels of importance for
each rating, even though this may be variable.

Constant sum helps ascertain customer preference and get numeric data of how much they
prefer one feature over another.
For example, Suppose a respondent is asked to allocate 100 points to the attributes of a body
wash on the basis of the importance he attaches to each attribute. In case he feels any attribute
being unimportant can allocate zero points and in case some attribute is twice as important as any
other attribute can assign it twice the points. The sum of all the points allocated to each attribute
should be equal to 100.

Advantage of Constant Sum Scaling:

1. One of the advantages of the constant sum scaling technique is that it allows a proper
discrimination among the stimulus objects without consuming too much time.

2.

Disadvantage of Constant Sum Scaling:

it suffers from two serious limitations.

1. The respondent might allocate more or fewer units than those specified.
there might be a rounding error, in case too few units are allocated.

2. If a large number of units are used then it might be burdensome on the respondents and
causes confusion and fatigue.

Semantic differential scaling

Scaling method measures 5 scaling label in between the two opposite terms which refers to as
polar label to identify the people’s opinion on some particular thing.

Advantages:

 Understanding the weight of a specific aspect of services

 Gaining insight regarding your customer’s attitudes, needs and goals

Disadvantages:

 Shortage of standardization,
 The divisions are too few the scale is inaccurate

Stapel Scale (Various Non-Comparative Scale)

Scenario

Customers of an airline company is asked to rank the quality of food, and crew member service
of an airline on a scale ranging from -5 to +5:

From the above example, the airline is evaluated as having a high food quality but somewhat a
poor cabin crew service.

Scope

The Stapel scale is like a semantic differential scale with little modifications. It is often used in
the situations when two bi-polar adjectives are difficult to find out. The data obtained are the
interval and are analyzed in the same manner as the semantic differential data.

Advantage

1. One of the advantages of the Stapel scale is that it does not require the pre-testing of adjectives
to ensure their true bipolarity.

2. It can be easily administered over the telephone

Disadvantage

1. researcher finds the Stapel scale to be quite complex and confusing

Likert Scale (Various Non-Comparative Scale)

A Liker scale is a survey tool used to measure attitude and opinions by asking people to respond
to a series of statement about a topic in terms of the extent to which they agree or disagree with
it.

Advantages of Likert scaling.

 Responses are gathered a standardized way.

 Relatively quick to collect information.

Disadvantages of Likert scaling

 Participants may base answers on feelings toward surveyor or subject.

 Can take long time to select data.