Research Topics:

Decision Research Consultation | Quantitative Research

Content Type:

Glossary

Constant Sum Scales Definition

Scales that ask the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance to the individual.

Constant sum scales are a type of survey question format that measures preferences or importance among different attributes or items. Respondents receive a list of items and a fixed sum of points, usually 100, that they must allocate across these items. Points are allocated based on their perceived importance or preference by the respondent. This technique helps researchers understand the importance that customers assign to various factors. The scales are beneficial in that they offer a structured approach to gather and quantify qualitative data. That makes it easier to analyze and compare respondent preferences. What’s more, they identify the trade-offs that consumers are willing to make in their purchasing habits.

Who relies on constant sum scales?

Marketing professionals, product developers and researchers use constant sum scales to gain insights into customer preferences, decision-making processes and the importance of features or attributes when customers make choices. This information can be used for product development, pricing and marketing strategies.

Why should I care about constant sum scales?

Constant sum scales offer a quantitative way to capture subjective preferences, which can lead to data-driven decision-making. Marketing professionals can tailor strategies to better align with consumer preferences