Scaling

Scaling is a process of assigning numerical values to psychological attributes. During an interview, respondents may not be able to explain why they answered the question in a certain way, or why they prefer one product over the other. Scaling is used get a better understanding of processes which affect a respondent’s cognition. Different attributes of the product or idea are assigned with a set of values, therefore giving researcher opportunity to measure and quantify those values and understand how important each product attribute is to the consumer.