Question

Topic: Research/Metrics

Calculating The Results Of A Ranking Question

Posted by Anonymous on 1/8/2010 at 5:51 AM ET 250 Points
Hi Folks,

I am wondering what is the correct method to use to calculate the results of a ranking question.

I have a list of 8 service attributes and i have asked respondents to rank these in order of importance to them and no 2 attributes can have the same rank.

I am now wondering what would be the most accurate way to calculate the results.

Thanks in advance for your help,

PG
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RESPONSES

  • Posted by koen.h.pauwels on 1/8/2010 at 6:03 AM Accepted
    Hi,

    Not sure what the difficulty is: most folks assign a number to each ranking (typically 1 for the first rank, 2 for the second, etc.) and then average across respondents to come up with an average ranking for each service attribute. You can dig deeper and cluster these individual respondent ranks to come up with segments. Does that help?

    Cheers,

    Koen
  • Posted by mgoodman on 1/8/2010 at 11:09 AM Moderator
    Koen is right (of course). You can also combine rankings for 1-2, 3-6, and 7-8 and look at High/Medium/Low. Sometime that makes more sense, because respondents may have two different, almost-equal preferences, so the difference between #1 and #2 may not be really significant (for example).

    This is also one reason many researchers would rather have respondents RATE each attribute on a 5-point scale, rather than RANK ORDER their preferences.
  • Posted on 1/8/2010 at 11:22 AM Author
    Hi Folks,

    Many thanks for your response.

    I dont think there is much point in leaving this open.

    Regards,

    PG
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