Comparative Scaling Technique
Part 2. Marketing Research
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Swaminathan, V. 2010. Comparative Scaling Technique. Wiley International Encyclopedia of Marketing. 2.
- Published Online: 15 DEC 2010
Scaling is a process by which questions are used to assign numerical values to measure subjective properties of an object. Comparative scaling techniques are techniques in which respondents are asked to compare a set of stimulus objects directly with one another. An example is when two versions of a new product are compared with each other prior to new-product introduction.