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Unit 5: Measurement and Scaling Techniques
3. Data obtained are interval in nature Notes
4. Allows for fine discrimination among alternatives
Example: Listed below are 4 marketing professors, as well as 3 aspects that students typically
find important. For each aspect, please assign a number that reflects how well you believe each
instructor performs on the aspect. Higher numbers represent higher scores. The total of all the
instructors' scores on an aspect should equal 100.
Instructor Availability Fairness Easy Tests
Cunningham 30 35 25
Day 30 25 25
Parker 25 25 25
Thomas 15 15 25
Sum Total 100 100 100
5.4.2 Non-comparative Scale
Continuous Rating Scale
VERY POOR ……………………………………………….............VERY GOOD
0 10 20 30 40 50 60 70 80 90 100
Likert Scale
It is known as summated rating scale. This consists of a series of statements concerning an
attitude object. Each statement has '5 points', Agree and Disagree on the scale. They are also
called summated scales, because scores of individual items are summated to produce a total
score for the respondent. The Likert Scale consists of two parts-item part and evaluation part.
Item part is usually a statement about a certain product, event or attitude. Evaluation part is a list
of responses like "strongly agree" to "strongly disagree". The five point-scale is used here. The
numbers like +2, +1, 0, –1, –2 are used. Now, let us see with an example how the attitude of a
customer is measured with respect to a shopping mall.
Table 5.1: Evaluation of Globus-the Super Market by Respondent
S.No. Likert scale items Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree
1. Salesmen at the shopping - - - - -
mall are courteous
2. Shopping mall does not have - - - - -
enough parking space
3. Prices of items are reasonable. - - - - -
4. Mall has wide range of - - - - -
products to choose
5. Mall operating hours are - - - - -
inconvenient
6. The arrangement of items in - - - - -
the mall is confusing
LOVELY PROFESSIONAL UNIVERSITY 91
