Page 179 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes Staple Scale

This scale is a modified version of semantic differential scale. It uses only one pole. It is a ten
print scale with a range of +5 to -5. This scale measures both the direction and intensity of
attitude simultaneously. Unlike semantic differential study, which uses bipolar adjectives, here
single word is used to describe the characteristic of interest. There is no absolute zero point. This
is an interval scales. Respondents are asked to indicate the object by selecting a numerical
response category. The main advantage of this scale is that it is simple to administer and also to
construct.

An illustration of staple scale is as follows. You have been associated with M/s XYZ company,
conducting marketing research.
How would you rate M/s XYZ Ltd. in terms of

(a) Accuracy of data provided by them
(b) Quality of researchers employed by them
(c) Quantum of money charged for providing data

Circle the number you think is most appropriate. If you think, the data provided by the research
company is extremely accurate circle +5 and vice-versa.

Figure 9.1: Staple scale

Staple Scale is used in developing profile analysis. Despite the simplicity of constructing and
usage, semantic differential scale finds an edge.

Thurstone Scale

This is also known as an equal appearing interval scale. The following are the steps to construct
a Thurstone Scale:
Step 1: To generate a large number of statements, relating to the attitude to be measured.
Step 2: These statements (75 to 100) are given to a group of judges, say 20 to 30, who were asked
to classify them according to the degree of favourableness and unfavourableness.
Step 3: 11 piles are to be made by the judges. The piles vary from “most unfavourable” in pile 1
to neutral in pile 6 and most favourable statement in pile 11.

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