Page 102 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes Table 5.2: Basic Non-comparative Scales

Scale Basic Examples Advantages Disadvantages
Characteristics
Continuous Place a mark on Reaction to TV Easy to construct Cumbersome
Rating Scale a continuous commercials scoring unless
line computerized
Itemized Rating Scales
Likert Scale Degree of Measurement Easy to construct, More time
agreement on a of attitudes, administer, & consuming
numbered scale perceptions understand
Semantic Numbered scale Brand, Versatile Difficult to
Differential with bipolar product, & construct
labels company appropriate
images bipolar adjectives
Stapel Scale Unipolar Measurement Easy to construct, Confusing
numbered scale, of attitudes & can administer difficult to apply
no neutral point images over telephone

Self Assessment

Fill in the blanks:
7. The advantage and disadvantages of a Stapel scale, as well as the results, are very similar
to those for a ...................... differential.
8. ............................... Scaling is used to study consumer attitudes, particularly with respect to
perceptions and preferences
9. Thurstone Scale is also known as an ...................................... scale.
10. Semantic Differential Scale is very similar to the ....................... Scale.
11. The Likert Scale consists of two parts - .................... and ..........................

12. In ............................. Scaling respondents are presented with several objects simultaneously.
13. Comparative Scales involve the direct comparison of ................................objects.

5.5 Criteria for the Good Test

There are two criteria to decide whether the scale selected is good or not. They are:
1. Reliability; and

2. Validity

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