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Comparative Scaling Technique

Part 2. Marketing Research

  1. Vanitha Swaminathan

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02044

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Swaminathan, V. 2010. Comparative Scaling Technique. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. University of Pittsburgh, Pittsburgh, PA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • scaling;
  • reliability;
  • validity;
  • measurement;
  • surveys