Rating scales are used in a variety of ways in consumer studies. Hardly
any quantitative study takes place these days where test persons are not
confronted with articles featuring a "sophisticated look" and then asked
to evaluate this on a scale. A wide variety of articles, products and
brands are evaluated with the aid of such ratings. Finally one is presented
with a profile in the form of charts which isolate the properties of the
article in question and compare it to other articles or represent it as
a ideal in plastic form. Creativity knows no bounds when designing these
rating scales.

However 'classical' rating scales are not free of weaknesses. The fundamental
problem here is that there is a fixed beginning and a fixed end to the scale.
The test person has to make his appraisal within a prescribed framework, which
does not necessarily correspond to his own impression.

What is more, empirical social research frequently acts according to convention,
as if scales were spilt up into intervals. The use of the complete range of
statistical instruments first becomes feasible when this statement is accepted;
but usually does lead to valid results.

A process involving scaling techniques equable to the various ratios concerned
is Magnitude Estimation Scaling. However there is nothing new in this. It is
based on considerations and investigations made by the US American psychologist
S.S. Stevensen. In the 1950s Stevensen worked using this process for acoustic
perception, and later market research.

The main process involves awarding a specific score to an article seen to be
adequate in the eyes of the test person. The process then uses an infinite
scale upwards allowing it to perform every conceivable differentiation required.
This results in data which the complete range of statistical instruments
available can be used on to analyse without limitation. Differences in product
appraisals are clearer compared to other scales, particularly when the products
to be compared are very similar in characteristics.

For this reason Magnitude Estimation Scaling is usually used in those areas where
a high measure of sensory discrimination ability such as look, smell or taste is
involved. This method has also proved its worth in studies where different
articles being tested are very similar.

topcom disposes of a comprehensive knowledge base for Magnitude Estimating
Scaling. We oversee all stages of market research projects from initial
planning and implementation to final evaluation. We also provide our
customers with professional advice at the questionnaire design stage.

And support our associates when analysing the data recorded and interpreting
the results.