Ques.

Explain the utility of various scales of measurement in the

study of Marketing Research.

SCALES OF MEASUREMENT

1. NOMINAL SCALE OF MEASUREMENT

The nominal scale of measurement defines the identity property of data. This scale
has certain characteristics, but doesn’t have any form of numerical meaning. The
data can be placed into categories but can’t be multiplied, divided, added or
subtracted from one another. It’s also not possible to measure the difference
between data points.

Examples of nominal data include eye colour and country of birth. Nominal data
can be broken down again into three categories:

Nominal with order: Some nominal data can be sub-categorised in order, such as
“cold, warm, hot and very hot.”

Nominal without order: Nominal data can also be sub-categorised as nominal

without order, such as male and female.

Dichotomous: Dichotomous data is defined by having only two categories or

levels, such as “yes’ and ‘no’.

2. ORDINAL SCALE OF MEASUREMENT

The ordinal scale defines data that is placed in a specific order. While each value is
ranked, there’s no information that specifies what differentiates the categories from
each other. These values can’t be added to or subtracted from.

An example of this kind of data would include satisfaction data points in a survey,
where ‘one = happy, two = neutral, and three = unhappy.’ Where someone finished
in a race also describes ordinal data. While first place, second place or third place
shows what order the runners finished in, it doesn’t specify how far the first-place
finisher was in front of the second-place finisher.

3. INTERVAL SCALE OF MEASUREMENT

The interval scale contains properties of nominal and ordered data, but the
difference between data points can be quantified. This type of data shows both the
order of the variables and the exact differences between the variables. They can be
added to or subtracted from each other, but not multiplied or divided. For example,
40 degrees is not 20 degrees multiplied by two.

This scale is also characterised by the fact that the number zero is an existing
variable. In the ordinal scale, zero means that the data does not exist. In the interval
scale, zero has meaning – for example, if you measure degrees, zero has a
temperature.

Data points on the interval scale have the same difference between them. The
difference on the scale between 10 and 20 degrees is the same between 20 and 30
degrees. This scale is used to quantify the difference between variables, whereas
the other two scales are used to describe qualitative values only. Other examples of
interval scales include the year a car was made or the months of the year.

4. RATIO SCALE OF MEASUREMENT

Ratio scales of measurement include properties from all four scales of
measurement. The data is nominal and defined by an identity, can be classified in
order, contains intervals and can be broken down into exact value. Weight, height
and distance are all examples of ratio variables. Data in the ratio scale can be
added, subtracted, divided and multiplied.

Ratio scales also differ from interval scales in that the scale has a ‘true zero’. The
number zero means that the data has no value point. An example of this is height or
weight, as someone cannot be zero centimetres tall or weigh zero kilos – or be
negative centimetres or negative kilos. Examples of the use of this scale are
calculating shares or sales. Of all types of data on the scales of measurement, data
scientists can do the most with ratio data points.
Ques. Explain the utility of Qualitative Research tools in the study of
Marketing Research.

QUALITATIVE RESEARCH TOOLS

FOCUS GROUPS
Focus groups are also known as group interviews or group discussions. They are
used to understand the attitude or behaviour of the audience. Six to twelve
individuals are selected and either one or two moderators (those who lead the
discussions) are selected. If there are two moderators, they will adopt opposite
positions. It is the moderator who introduces the topic. Discussion is controlled
through these moderators. The group is watched from adjacent rooms. There are
various devices which are used to record these discussions.

Objectives of Focus Group

1. To gather primary information for research project;
2. To help developing questionnaires in terms of survey research;
3. To understand reason behind a particular phenomenon:
4. To see how people interpret certain phenomenon;
5. To test primarily ideas or plan

Steps involved in conducting Focus group

● Define the problem
● Select a sample
● Determine the number of groups necessary(minimum number should be
two)
● Prepare the study mechanics. Arrange the respondents place where the focus
group is to be assembled.
● Select moderators and brief them.
● Prepare the focus group material.
● Conduct the session.
● Analyze the data and prepare a summary report.
Advantages of Focus Group
1. It is used to collect primary information and therefore it can conduct a pilot
study also.
2. Relative cost is not much.
3. It can be conducted quickly.
4. It has flexibility.
5. Moderator can detect the opinion and certificates of those who cannot speak well
by facial expression and other non verbal behaviour.
6. We can get the questionnaire filled up either before or after the discussion.

Disadvantages of Focus Group

1. It is inappropriate for gathering quantitative data.
2. Self appointed group leader may impose his /her opinion on other members.
Moderators can restrict people.
3. It depends heavily on skills of moderator.
4. Respondents in the focus group may or may not represent the population from
which they are drawn.
5. Recording equipments are likely to restrict respondents. Location of recording
equipment is very important.

DEPTH INTERVIEW
They generally use small samples and also conduct direct one to one personal
interviews. A detailed background is provided by the respondents and elaborate
data concerning the respondents opinions, values, motivation, expression, feeling
etc are obtained. Even their non-verbal expressions are observed. They take long
time, therefore lengthy observations are involved.

These are conducted to customize individual responses. The questions will depend
on what kind of answers are given. Even interview climate influences the
respondents. The success of interviews depends on the rapport of the interviewers
established with the respondents.

Advantages of Depth Interview

1. Lot of detail is provided.
2. Information obtained is comparatively more accurate.
3. Personal or intimate topic can also be discussed since the personal rapport is
established between the respondent and the interviewer
Disadvantages of Depth Interview
1. It is difficult to generalize since the interviewers are non-standardized
2. Since the success depends on the interviewer, there are chances of bias.
3. Data analysis takes a lot of time.

PROJECTIVE TECHNIQUES
Projective Techniques are indirect and unstructured methods of investigation which
have been developed by the psychologists and use projection of respondents for
inferring about underline motives, urges or intentions which cannot be secure
through direct questioning as the respondent either resists to reveal them or is
unable to figure out himself. These techniques are useful in giving respondents
opportunities to express their attitudes without personal embarrassment. These
techniques helps the respondents to project his own attitude and feelings
unconsciously on the subject under study. Thus Projective Techniques play a
important role in motivational researches or in attitude surveys.

Advantages of Projective Techniques

1.Data collected is rich and accurate
2. Useful for exploratory research to gain initial insights
3. Great elicitation of responses

Disadvantages of Projective Techniques

1. Highly trained interviewers and skilled interpreters are needed.
2. Interpreters bias can be there.
3. It is a costly method.
4. The respondent selected may not be representative of the entire population.