MARKET RESEARCH REPORT ON MEASURMENT AND SCALING TECHNIQUES

Submitted to Prof. Malini pande

Report done by Saravanan.S (15) BALAJI MURUGAN.U (21) Batch: PGP/SS/2010-12/ISBE/FINANCE

(1). PAIRED COMPARISION METHOD Instructions:  We are going to present you with three pairs brands of cars brands  For each pair, please indicate which one of the two pairs are preferred for personal use. BRANDS Maruti Hyundai Tata Total Maruti Hyundai Tata

 If u prefer the column brand over the row brand then mark 1.  If u prefer the row brand over the column brand then mark 0.  For the same corresponding brands mark (-)  The number of times a brand was preferred is found out by totalling the 1s in each column

 This is one of the easiest way of finding out the best brand among te consumers mind  Even the time taken is very less to complete

(2). RANK ORDER METHOD Instructions :  We are now going to present you present you with five brands of soap brands  Rank them in ascending order according to your preference, usage and exposure to the brand.

BRANDS Hamam Lux Cinthol Pears Dove

RANK ORDER

 you can also rank these brands on any criterion  Please mention the criterion which you choose in case it is other than the above mentioned.

 This method is very direct and easy for the customers to rank according to their wish.  The time taken to complete is very less  Out of all the scaling techniques this method is the most preferred.

(3). SEMATIC SCALE METHOD Instructions:  You are presented with the features of ADIDAS products  Please mark your ratings on a scale from 1 to 7 based on your experience and exposure to the brand.  For example 1 being Very Poor. 3 being Average. 5 being good.and 7 being excellent

ADIDAS PRODUCTS Uncomfortable _ _ _ _ _ _ _ Comfortable Colourless _ _ _ _ _ _ _ Colourful Rugged _ _ _ _ _ _ _ Delegate Modern _ _ _ _ _ _ _ Old fashioned Durable _ _ _ _ _ _ _ Non durable

 Easy to construct, administer and understand about the brand  This method is very time consuming  This only gives a bird eye view about the brand  All the other important features of the brand may not be mentioned.

(4). LIKERT SCALE METHOD:

 You are presented with the features of RELIANCE FRESH  Please mark the relevant feature which you feel is the most relevant  Markings can be made based on your past shopping experience, product quality and availability of the products

RELIANCE FRESH: Features Strongly Disagree Disagree Neither agree nor disagree High Quality goods Reasonable Price Customer Service Agree Strongly Agree

 This method helps us to find out which feature is most liked and which feature is disliked by the consumers  This method is easy and comfortable for the respondents to complete

(5). STAPLE SCALE: INSTRUCTIONS:  You are presented about the following questions about Johnny shop.  Make your ratings based on your experience, exposure and visit to the shop.

JOHNNY SHOP:

+5 +4 +3 +2 +1 HIGH QUALITY -1 -2 -3 -4 -5

+5 +4 +3 +2 +1 POOR QUALITY -1 -2 -3 -4 -5

 This is the most easiest method as customer can easily mark their ratings  Useful for the company to know where their product or brand stands among the consumers.