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Unit 9: Attitude Measurement and Scaling Techniques

unfavourable. The statement must always be assigned the same number, such as +2, or –2. The Notes
success of the Likert Scale depends on “How well the statements are generated?” The higher the
respondent’s score, the more favourable is the attitude. For example, if there are two shopping
malls, ABC and XYZ and if the scores using the Likert Scale are 30 and 60 respectively, we can
conclude that the customers’ attitude towards XYZ is more favourable than ABC.

Semantic Differential Scale
This is very similar to the Likert Scale. It also consists of a number of items to be rated by the
respondents. The essential difference between Likert and Semantic Differential Scale is as follows:
It uses “Bipolar” adjectives and phrases. There are no statements in the Semantic Differential
Scale.
Each pair of adjective is separated by a seven point scale.

Notes Some individuals have favourable descriptions on the right side, while some have
on the left side. The reason for the reversal is to have a combination of both favourable
and unfavourable statements.

Task Please rate the five real estate developers mentioned below on the given scales for
each of the five aspects. Developers are:
(1) Ansal (2) Raheja (3) Purvankara (4) Mantri (5) Salpuria

–3 –2 –1 0 +1 +2 +3
1. Not reliable _ _ _ _ _ _ _ Reliable
2. Expensive _ _ _ _ _ _ _ Not expensive
3. Trustworthy _ _ _ _ _ _ _ Not trustworthy
4. Untimely delivery _ _ _ _ _ _ _ Timely delivery
5. Strong Brand Image _ _ _ _ _ _ _ Poor brand image
The respondents were asked to tick one of the seven categories which describes their
views on attitude. Computation is being done exactly the same way as in the Likert Scale.
Suppose, we are trying to evaluate the packaging of a particular product. The seven point
scale will be as follows:

“ I feel …………..
1. Delighted
2. Pleased
3. Mostly satisfied

4. Equally satisfied and dissatisfied
5. Mostly dissatisfied
6. Unhappy
7. Terrible.

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