Scaling in marketing research

Scales are used frequently in marketing research because they help to convert qualitative (thoughts, feelings, opinions) information into quantitative data, numbers that can be statistically analyzed. You create a scale by assigning an object (could be a description) to a number.

1. Which scale is used in marketing research?
2. What are the types of scaling?
3. How do marketers use scaled research?
4. What is the scale in research?

Which scale is used in marketing research?

The various types of scales used in marketing research fall into two broad categories: comparative and non comparative. In comparative scaling, the respondent is asked to compare one brand or product against another. With noncomparative scaling respondents need only evaluate a single product or brand.

What are the types of scaling?

The four types of scales are:

• Nominal Scale.
• Ordinal Scale.
• Interval Scale.
• Ratio Scale.

How do marketers use scaled research?

Marketing scales are used extensively by marketing researchers to measure a wide array of beliefs, attitudes, and behaviors. They can be used to measure beliefs individuals may have about brands, people, or objects. They can be used to measure people's feelings.

What is the scale in research?

Scales of measurement in research and statistics are the different ways in which variables are defined and grouped into different categories. Sometimes called the level of measurement, it describes the nature of the values assigned to the variables in a data set.