Page 98 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes The respondents' overall attitude is measured by summing up his (her) numerical rating on the
statement making up the scale. Since some statements are favourable and others unfavourable,
it is the one important task to be done before summing up the ratings. In other words, "strongly
agree" category attached to favourable statement and "strongly disagree" category attached to
unfavourable. The statement must always be assigned the same number, such as +2, or –2. The
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.

!
Caution The Likert Scale must contain an equal number of favourable and unfavourable
statements.

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.

Semantic Differential Scale Items

Please rate the five real estate developers mentioned below on the given scales for each of the
five aspects. Developers are
S. No. Scale items –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

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