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Noncomparative Scaling Technique

Part 2. Marketing Research

  1. Vanitha Swaminathan

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02048

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Swaminathan, V. 2010. Noncomparative 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

Noncomparative scaling techniques is a set of scaling methods in which each item is scaled independently of each of the others. There are various types of noncomparative scaling techniques such as the graphic rating scale, Likert scale, semantic differential scale, and Stapel scale. In addition to the type of scale, researchers must make decisions regarding the number of scale categories (odd or even), whether to use verbal descriptors along with numbered response categories, balanced versus unbalanced scales, and forced or nonforced responses.

Keywords:

  • scaling;
  • Likert scale;
  • semantic differential;
  • Stapel;
  • graphic rating scales;
  • measurement;
  • surveys