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Quantitative Techniques-II

Notes  Affective: This refers to the respondent’s liking or preferences for an object. This is also
known as the feeling component. (a) I like the product ‘A’ (b) Advertisement ‘X’ is poor.
This component reveals the buyers’ positive or negative attitude towards the product.
 Behavioural: This refers to the respondent’s intention to buy. This is a situation prior to
the purchase. In marketing, the usage and buying pattern depends on this component.
This is also known as action component.

Did u know? What are the Determinants of Attitude? (What Alters the Attitude?)
Attitudes are not static, but change continuously. Attitudes undergo change due to five
factors:
 Information gathered in the past relating to the actual experience
 Individual perception and belief
 Exposure to new information

 Changes in the group membership
 Individual personality.

9.2 Scaling Technique

The generation of a continuum upon which measured objects are located.
 A quantifying measure – a combination of items that is progressively arranged according
to value or magnitude.
 Purpose is to quantitatively represent an item’s, person’s, or event’s place in the scaling
continuum.

9.2.1 Types of Scaling Techniques

These are four kinds of scales, namely:
(a) Nominal scale
(b) Ordinal scale
(c) Interval scale

(d) Ratio scale
Nominal Scale

In this scale, numbers are used to identify the objects. For example, University Registration
numbers assigned to students, numbers on their jerseys.

Example: Have you ever visited Bangalore?
Yes-1

No-2
‘Yes’ is coded as ‘One’ and ‘No’ is coded as ‘Two’. The numeric attached to the answers has no
meaning, and is a mere identification. If numbers are interchanged as one for ‘No’ and two for

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