Page 28 - DMGT506_CONSUMER_BEHAVIOUR

Unit 2: Consumer Research

Sometimes, researchers use a list of product attributes or products and ask respondents to Notes
indicate their relative evaluations or feelings. Researchers also use attitude scales to collect this
type of evaluative data. Attitude scales include Likert scales, Semantic differential scales and
Rank-order scales.
Likert scale is the most popular form of attitude scale, being easy to prepare and interpret and
simple for respondents to answer. Use of this approach involves compiling a list of statements
relevant to the attitude under study. The respondents are asked to check or write the number
corresponding to their level of agreement or disagreement with the statement.

Example: Strongly Agree Undecided Disagree Strongly
agree disagree
Big Shopper is generally a X
progressive store.
Big Shopper is generally well X
stocked.

Big Shopper’s merchandise is X
generally reasonably priced.
Semantic differential scale is relatively easy to construct and administer. It consists of a pair of
bipolar pair adjectives (such as good/bad, like/dislike, expensive/inexpensive, sharp/blunt,
aggressive/docile) or antonym phrases at both ends of the scale with response options spaced in
between in five or seven points. Respondents are asked to mark the position on the continuum
that most closely represents their attitude toward a product, concept, or company on the basis of
each attribute.

Example: Healthy Unhealthy
Fresh State
Soft Hard
Expensive Inexpensive
Young Old

Old fashioned Modern
Semantic differential scale is useful for preparing graphic consumer profiles of the concept
under study. It is also employed in comparing consumer perceptions of competitive products
and measuring perceptions of existing product against perceptions of “ideal” product.
Administering rank-order scales involve asking the respondents to rank items (products, stores,
or companies) in order of preference against some criterion such as quality, value for money, or
image. Rank-order scaling reveals important competitive information and helps identify areas
of product design improvement.

Example: The following are six brands of toothpaste. We are interested in learning your
preference for each of these brands. Place 1 alongside the brand that you would be most likely
to buy, 2 alongside the brand you would next be most likely to buy. Continue doing this until
you have ranked all six brands.
Colgate Total
Aquafresh
Close-up

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