Page 96 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes 5(5 1)

In this case, it is
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.

Example: For each pair of professors, please indicate the professor from whom you prefer
to take classes with a 1.

Cunningham Day Parker Thomas
Cunningham 0 0 0
Day 1 1 0
Parker 1 0 0
Thomas 1 1 1 0
# of times Preferred 3 1 2 0

Rank Order Scaling

1. Respondents are presented with several objects simultaneously
2. Then asked to order or rank them according to some criterion

3. Data obtained are ordinal in nature-Arranged or ranked in order of magnitude
4. Commonly used to measure preferences among brands and brand attributes

Example: Please rank the instructors listed below in order of preference. For the instructor
you prefer the most, assign a "1", assign a "2" to the instructor you prefer the 2nd most, assign a
"3" to the instructor that you prefer 3rd most, and assign a "4" to the instructor that you prefer the
least.

Instructor Ranking
Cunningham 1
Day 3
Parker 2
Thomas 4

Constant Sum Scaling

1. Respondents are asked to allocate a constant sum of units among a set of stimulus objects
with respect to some criterion
2. Units allocated represent the importance attached to the objects

90 LOVELY PROFESSIONAL UNIVERSITY