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Progressive Marketing Research Consulting Pvt. Ltd. (A): Non-comparative Scaling Techniques and Itemized Rating Scale Decisions

CASELET, MARKETING RESEARCH
ET Cases, 4 pages
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary

Case Preview

Progressive Marketing Research Consulting Pvt. Ltd. (A): Non-comparative Scaling Techniques and Itemized Rating Scale Decisions

 

Progressive Marketing Research and Consulting Pvt. Ltd. (PMRC), is one of the leading marketing research and consulting companies in India, which offered various marketing and business research services (Exhibit I). During the last 25 years, PMRC grew to be a popular and well-known marketing research company in India with its high quality and value for money approach. PMRC endeared itself to several clients with its timely and rigorous deadlines. Having done some of the most important and interesting marketing research projects for many Indian companies across several industries, PMRC initiated syndicated researches on – Internet in India, Indian household, Rural Markets, 3G services, etc., in the last 4 years.......................

Teaching Note Preview

Progressive Marketing Research Consulting Pvt. Ltd. (A): Non-comparative Scaling Techniques and Itemized Rating Scale Decisions

 

Synopsis

The caselet series was used to introduce the participants/students to the concept of non-comparative scaling techniques. The characteristics, classification and applicability of non-comparative scaling were discussed using the two series Caselets – Progressive Marketing Research Consulting Pvt. Ltd. (A):  Non-comparative Scaling Techniques and Itemized Rating Scale Decisions and Progressive Marketing Research Consulting Pvt. Ltd. (B): Multi-item Scales and Evaluation. While Caselet (A)’s facts would be used to have the overview of non-comparative scaling techniques, Caselet (B)’s facts would be useful to analyse the multi-item scale along with, to assess the validity and reliability of a multi-item scale.

Prerequisite Conceptual Understanding

The students/participants must be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Scaling Techniques:

  • • Naresh K. Malhotra and Satyabhushan Dash, “Measurement and Scaling: Non-comparative Scaling Techniques”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the concept and importance of non-comparative scaling techniques, multi-item scale and assessing validity and reliability of a multi-item scale

 

Case Positioning and Setting

This caselet series can be used in: MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the concept and importance of non-comparative scaling techniques in marketing research

Assignment Questions

  • I. What do you understand by non-comparative scaling techniques? How are they different from comparative scaling techniques? What are the types of non-comparative scaling techniques and when are they used?
  • II. What are itemized non-comparative rating scale decisions and why are they important? How would you use them for the three establishments’ questionnaires?
  • III. ............................

 

Preamble to Case Analysis

While Caselet (A) must have sensitized the students/participants to the concept and importance of non-comparative scaling techniques and non-comparative itemized rating scale decisions, the purpose of Caselet (B) was to introduce the students to the concept and importance of multi-item scales in preparing a questionnaire and the criteria for evaluating the accuracy, reliability and validity of multi-item scales. Accordingly, the caselets were analyzed and discussed [Exhibit (TN)-I]................

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Product code: MR-2-0010(a), MR-2-0010(a)A

Abstract


This objective of the two-caselet series' is to introduce the students/participants to the concept and importance of non-comparative scaling techniques in marketing research. While Caselet (A) is meant to sensitize the students to the types of non-comparative scaling techniques and non-comparative itemized rating scale decisions,Caselet (B) can be used for understanding and applying multi-item scales, scale evaluation and choosing a scaling technique in any research project. Progressive Marketing Research and Consulting Pvt. Ltd. (PMRC) receives three questionnaire proposals from three establishments - Bloom Boutique, PRIME University, a well-known university planning to start a pre-school and Akash Electronics - and the same have to be submitted within a stipulated time. However, the 'questionnaire designing expert' of PMRC was not available to carry out the project in the stipulated time and the Director (Operations) and two of his deputies had to figure out the way to honor the commitment. The Manager, Naren Vaidya and Assistant Manager, Arun Shetty were wondering whether they could do justice to all the three questionnaires.



Pedagogical Objectives

  • To understand the concept and importance of non-comparative scaling techniques in marketing research and discuss the types of non-comparative scaling and their relevance to the underlying research objectives
  • To examine the relevance of non-comparative scaling decisions in preparing questionnaires
  • To learn and prepare questionnaires based on the four types of non-comparative scaling techniques that can aid three establishments’ requirements as warranted

Case Positioning and Setting
This caselet can be used in:

MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the concept and importance of non-comparative scaling techniques in marketing research




This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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