Page 182 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 9: Attitude Measurement and Scaling Techniques

The Juster scale has also been successfully used to predict respondent behaviour outside the Notes
typical consumption behaviour realm, which includes being applied to telephone surveys, fast
moving consumer goods, self-completion questionnaires, services, brands and customer loyalty.
One example of such an extension involved predicting the percentage of a given population of
adults currently at home looking after children, who will take up paid employment in the next
year. At an aggregate level in this example, the Juster Scale mean was 1.9 indicating that a
predicted 19% of respondents would find paid work in the next year. When actual behaviour
was measured in the following year, it was found that indeed, 19% of these respondents were in
paid employment.

Table 9.2: Juster’s 11-point Probability Scale

Score Verbal equivalent
0 No chance, almost no chance (1 in 100)
1 Very slight possibility (1 chance in 10)
2 Slight possibility (2 chances in 10)
3 Some possibility (3 chances in 10)
4 Fair possibility (4 chances in 10)
5 Fairly good possibility (5 chances in 10)
6 Good possibility (6 chances in 10)
7 Probable (7 chances in 10)
8 Very probable (8 chances in 10)
9 Almost sure (9 chances in 10)
10 Certain, practically certain (99 chances in 100)

Task A manufacturer of packed bakery items wants to evaluate customer attitudes toward
his product brand. 300 customers who buy this brand filled the questionnaire that was sent
to them. The answers of this questionnaire were converted to scale and the results are as
follows:
1. The average score from the above sample on a 10-item Likert Scale was 65.
2. Average score for a sample on 10-item Semantic Differential Scale was 60.
You are required to indicate whether these customers had a favourable or unfavourable
attitude towards the product.

Self Assessment

Fill in the blanks:
1. ....................... scale may tell us “How far the objects are apart with respect to an attribute?”
2. ............................ scale is used to assess attitude of the respondents group regarding any
issue of public interest.
3. ............................... Scaling is used to study consumer attitudes, particularly with respect to
perceptions and preferences.
4. Thurstone Scale is also known as an ...................................... scale.

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