Noncomparative 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. Noncomparative Scaling Technique. Wiley International Encyclopedia of Marketing. 2.
- Published Online: 15 DEC 2010
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.
- Likert scale;
- semantic differential;
- graphic rating scales;