Page 186 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 9: Attitude Measurement and Scaling Techniques

Notes

Did u know? What is the relationship between reliability and validity?

1. If a scale is to be valid, it must be reliable.
2. The scale does not have to be valid to be reliable.
3. Reliability is a necessary but not a sufficient condition for validity. This is because
validity requires other factors to be satisfied.
4. Validity is not a necessary condition for reliability.

Task Suppose a cosmetic manufacturing company wants to ascertain the perception of its
customers towards a product. Take the 7-item scale to measure the perceived perception of
the product using Likert and Semantic Differential scales. The following are some of the
likely adjectives which are used in Semantic Differential scale:
Unfavourable X Favourable
Soft X Hard
Organised X Disorganised
Quick X Slow
Formal X Informal
Pleasure X Displeasure
Complex X Simple
Cheap X Costly
Pleasant X Unpleasant
Fragrant X Less fragrant
Dominating X Submissive
Rational X Emotional
The normal categories for Semantic Differential will be as follows:
1. Most strongly agree
2. Strongly agree

3. Agree
4. Undecided
5. Disagree

6. Strongly disagree
7. Most strongly disagree.

Self Assessment

Fill in the blanks:
7. An .......................questionnaire, which is the basis for forecasting the demand for a product
has predictive validity.

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