Scaling (marketing)

The following scaling methods are used in marketing :

• comparative methods : methods in which the characteristic values ​​for an object result from a comparison with one or more other objects.
  • Pairwise comparisons : Assessment of two of a total of n objects and decision for the preferred
  • Ranking procedure : confrontation of the test persons with a number of objects that have to be sorted according to preference, resulting in ordinally scaled preference data without specifying the distance between the respective preferences
  • Constant sum method : Distribution of a constant number of units on different properties of objects or on different objects by the test persons
• non-comparative scaling method: method in which the evaluation of the object is carried out in isolation and not in comparison to other objects
  • continuous rating scales : evaluation on a continuum between two extreme points (unusual)
  • discrete rating scales : evaluation on a scale between two extreme points with different evaluation levels (scale points)
    • Likert scaling : the respondent's response to certain questions / statements about a bipolar scale
    • Semantic differential : Use of bipolar rating scales (adjectival pairs of opposites) in relation to certain object properties
    • Stack scaling : Modification of the semantic differential, in which the test subjects' agreement to adjectives or statements is developed separately

See also

• Scale level
• Multi-dimensional scaling (in multivariate statistics a bundle of procedures for arranging objects spatially)

source

• Christian Homburg , Harley Krohmer : Marketing Management: Strategy - Instruments - Implementation - Corporate Management . Gabler Verlag, 3rd edition, 2009

Footnotes

1. ↑ Homburg wrote the editions 4 (2012), 5 and 6 (2016) alone. 6th edition 2016, ISBN 978-3658136550 . Section 6.6.1 (pp. 308–309) 'Fundamental aspects of scaling', Section 6.6 (pp. 308–318): 'Design of the survey instrument'