Page 173 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes so each brand in the category is compared once to every other brand. In each pair, the respondents
were asked to divide 100 points on the basis of how much they liked one compared to the other.
The score is totally for each brand.
N(N  )
No. of pairs =
2
5(5 1)

In this case, it is = = 2
2
A&B B&D
A&C B&E
A&D C&D
A&E C&E
B&C D&E

If there are 15 brands to be evaluated, then we have 105 paired comparison(s) and that is the
limitation of this method.

Rank Order Scale

In this method, respondents are required to rank more than two objects or alternatives based on
some criteria.

Example: Good taste, ease of usage, etc.
It is simpler than paired comparison scale, as its procedure can be easily understood by the
respondent.
Rank order scales are more difficult than rating scale because they involve comparison and
hence require more attention and mental effort. The main disadvantage is the respondent may
not like to make a choice among the given alternative and hence compelled to choose one of the
given alternative.
Another shortcoming of the rank order scaling is that, respondents cannot meaningfully rank
more than 5 to 6 objects. The problem will not arise while ranking of first and last objects but
with those in the undifferentiated middle. When there are several objects, one solution is to
divide the ranking into 2 stages. For example, with 9 objects, the first stage would be to rank the
objects into classes. Top three middle three and last three. The next stage would be to rank the
3 objects within each class.

Constant Sum Scale

Constant sum scale is one of the methods of comparative scaling. In this method, the respondent
is instructed to allocate some constant sum (points) to various features given, based on the
importance of attribute to the respondent. For example, number of features in selection of a
bank by the respondent may be done as follows. 100 points are assigned, which will be allocated
among the features. The features may be as follows:

Feature No. of points (sum)
1. Location —————
2. Banking hours —————
3. Interest rate —————
Contd...

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