% mum Market Research Scales Many market research surveys have questions that respondents answer on some form of scale. The type of scale will impact the data and our ability to analyze it further. A Quick Overview of the Question Scales Here are the four commonly used scales in questionnaires: Name of Example Question Example Answer Scale Simply assigns Did you pass or fail the labels exam? Passed Where did you come in th p|aces in order the exam, from highest 12 out of 30 to lowest? students How many marks were 2 marks more than In order, and you better than the next 13th and 10 marks how far apart person? less than the top mark What was your a A real number percentage mark? 68 A. You should note that we are essentially capturing the same information about a student's performance in an exam. However, as we progress from a nominal scale to a ratio scale, we are able to undertake further analysis. For example, if we ask the top question in the table (which is on a nominal scale), then we can tell how many students passed and how many failed but that's all. We don't know any of the marks and we don't know the average or range of the marks. But when we use the bottom question (which is on a ratio) scale, not only do we know how many passes and fails, but we know averages, the order, the ranges of marks and so on. In other words, with a ratio scale, we are given all the information that comes from the other types of market research scales. However, while from an analysis viewpoint, a ratio scale is usually superior, there are many questions that can only be asked using a nominal scale such as, in what city do you live. Your Task - This assignment has TWO parts A. In this activity, you need to classify the following questions by the type of scales they are relying upon. Your Task - This assignment has TWO parts A. In this activity, you need to classify the following questions by the type of scales they are relying upon. Questions to Classify 1. When you go shopping, how many cans of baked beans would you buy at one time? 2. What are your three favourite brands of baked beans, starting with your most favourite? 3. Where would you rank your preference for baked beans, as compared to toast, eggs, noodles, and soup? 3. How many cans of baked beans have you bought in the last three months? 4. Approximately how long has it been (in days) since you last ate some baked beans? 5. What brand of baked beans did you last purchase? 6. If I told you that Heinz Baked Beans scored 6/10 for taste, how would you score Campbell's Baked Beans? 7. Do you eat baked beans more than once a month? Classify into one of these Market Research Scales Nominal Ordinal Interval Ratio B. For the second part I would you to do some critical thinking. Imagine that you are a marketing researcher and you have been hired by ONE of the following companies to put together a survey to learn what customers in Gen X want in a new product. BUT you can only use ONE type of scale - which scale would you pick and WHY? (don't forget the why) OPTIONS for companies you can research for - pick ONE - A luxury shoe company that sells online . A software company that designs games that are primarily sold on Steam . A skin care company that sells on TV shopping networks - A pet care company that sells in big box retaliers - A discount home goods company that sells in catalogs