In a short essay, discuss the proper steps in choosing a scaling technique for a particular marketing research problem

What will be an ideal response?

In addition to theoretical considerations and evaluation of reliability and validity, the researcher should consider certain practical factors in selecting scaling techniques for a particular marketing research problem. These include the level of measurement desired, the experience of the respondents with the research topic, the difficulty of administering the scales, and the context. As a general rule, the scaling technique used should be the one that will yield the highest level of measurement feasible. Such a scaling technique will permit the greatest flexibility in statistical analysis of the results. Additionally, using multiple scale items to measure the same characteristic will improve the accuracy of results. In many situations, it is desirable to use more than one scaling technique.