Page 101 - DMGT404 RESEARCH_METHODOLOGY

Unit 5: Measurement and Scaling Techniques

2. Attribute method: In this method, instead of respondents selecting the criteria, they were Notes
asked to compare the objects based on the criteria specified by the researcher.
For example, to determine the perception of a consumer: Assume there are five insurance
companies to be evaluated on two attributes namely (1) convenient locality (2) courteous personal
service. Customers' perception regarding the five insurance companies are as follows:

Figure 5.3

A, B, C, D and E are five insurance companies.
1. According to the map, B & E are dissimilar insurance companies.
2. C is being located very conveniently.
3. A is a less convenient in location compared to E.

4. D is a less convenient in location than C.
5. E is a less convenient location compared to D.

Did u know? What tools are used in MDS?
Software such as SPSS, SAS and Excel are the packages used in MDS. Brand positioning research
is one of SPSS's important features. SAS is a business intelligence software. Excel is also used to
a certain extent.

Stapel Scales

1. Modern versions of the Stapel scale place a single adjective as a substitute for the semantic
differential when it is difficult to create pairs of bipolar adjectives.
2. The advantage and disadvantages of a Stapel scale, as well as the results, are very similar
to those for a semantic differential.

However, the stapel scale tends to be easier to conduct and administer.

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