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1) Overview2) Noncomparative Scaling Techniques3) Continuous Rating Scale4) Itemized Rating Scalei.Likert Scaleii.Semantic Differential Scaleiii. Stapel Scale
5) Noncomparative Itemized Rating Scale Decisionsi.Number of Scale Categoriesii. Balanced vs. Unbalanced Scalesiii. Odd or Even Number of Categoriesiv. Forced vs. Non-forced Scalesv. Nature and Degree of Verbal Descriptionvi. Physical Form or Configuration6) Multi-item Scales Respondents evaluate only one object at a time, andfor this reason noncomparative scales are oftenreferred to as monadic scales. Noncomparative techniques consist of continuousand itemized rating scales.
Basic non-comparative scales!"##!# !## # # %#&
Respondents rate the objects by placing a mark at the appropriate positionon a line that runs from one extreme of the criterion variable to the other.The form of the continuous scale may vary considerably.How would you rate Sears as a department store?Version 1Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Probably the bestVersion 2Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - Probably the best0 102030405060708090100Version 3Very badNeither goodVery goodnor badProbably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - -Probably the best0 102030405060708090100 The respondents are provided with a scale that has anumber or brief description associated with eachcategory. The categories are ordered in terms of scale position,and the respondents are required to select thespecified category that best describes the objectbeing rated. The commonly used itemized rating scales are theLikert, semantic differential, and Stapel scales.
!The Likert scale requires the respondents to indicate a degree of agreement ordisagreement with each of a series of statements about the stimulus objects.1. FNAC sells high quality products.StronglydisagreeDisagreeNeitherAgreeagree nordisagreeStronglyagree12X34512X3423X452. FNAC has poor in-store service.3. I like to shop at FNAC.15 The analysis can be conducted on an item-by-item basis (profile analysis), or atotal (summated) score can be calculated. When arriving at a total score, the categories assigned to the negativestatements by the respondents should be scored by reversing the scale.The Likert scale
"NEW FRAGANCE SURVEYStronglydisagree1.I usually buy may fragrances in a department store2.I usually buy may fragrances in a supermarket3.I only buy one brand of fragrance4.I would be interested in a new fragrance5.I frequently try new fragrancesDisagreeNeitherAgreeagree nordisagreeStronglyagreeJOB SATISFACTION1.I get a feeling of accomplishment from the work I am doing# The semantic differential is a seven-point rating scale with endpoints associated with bipolar labels that have semantic meaning.SEARS IS:Powerful--:--:--:--:-X-:--:--: WeakUnreliable --:--:--:--:--:-X-:--: ReliableModern--:--:--:--:--:--:-X-: Old-fashioned The negative adjective or phrase sometimes appears at the leftside of the scale and sometimes at the right.This controls the tendency of some respondents, particularlythose with very positive or very negative attitudes, to mark theright- or left-hand sides without reading the labels.Individual items on a semantic differential scale may be scoredon either a -3 to 3 or a 1 to 7 scale.The resulting data are commonly analyzed through Profileanalysis.
Semantic different scale# %&'1) Rugged:---:---:---:---:---:---:---: Delicate &'2) Excitable:---:---:---:---:---:---:---: Calm3) Uncomfortable:---:---:---:---:---:---:---: Comfortable4) Dominating:---:---:---:---:---:---:---: Submissive5) Thrifty:---:---:---:---:---:---:---: Indulgent6) Pleasant:---:---:---:---:---:---:---: Unpleasant7) Contemporary:---:---:---:---:---:---:---: Obsolete8) Organized:---:---:---:---:---:---:---: Unorganized9) Rational:---:---:---:---:---:---:---: Emotional10) Youthful:---:---:---:---:---:---:---: Mature11) Formal:---:---:---:---:---:---:---: Informal12) Orthodox:---:---:---:---:---:---:---: Liberal13) Complex:---:---:---:---:---:---:---: Simple14) Colorless:---:---:---:---:---:---:---: Colorful15) Modest:---:---:---:---:---:---:---: Vain
The Stapel scale is a unipolar rating scale with ten categoriesnumbered from -5 to 5, without a neutral point (zero). This scaleis usually presented vertically.SEARS 5 4 3 2 1HIGH QUALITY-1-2-3-4X-5 5 4 3 2X 1POOR SERVICE-1-2-3-4-5The data obtained by using a Stapel scale can be analyzed in thesame way as semantic differential data.Stapel scale
#1) Number of categoriesAlthough there is no single, optimal number,traditional guidelines suggest that thereshould be between five and nine categories2) Balanced vs. unbalanced In general, the scale should be balanced toobtain objective data3) Odd/even no. of categoriesIf a neutral or indifferent scale response ispossible from at least some of the respondents,an odd number of categories should be used4) Forced vs. non-forcedIn situations where the respondents areexpected to have no opinion, the accuracy ofthe data may be improved by a non-forced scale5) Verbal descriptionAn argument can be made for labeling all ormany scale categories. The categorydescriptions should be located as close to theresponse categories as possible6) Physical formA number of options should be tried and thebest selectedBalanced and unbalanced scales
A variety of scale configurations may be employed to measure thegentleness of Cheer detergent. Some examples include:Cheer detergent is:1) Very harsh---2) Very harsh1--2---------------Very gentle34567Very gentle3) . Very harsh. Neither harsh nor gentle. Very gentle4)VeryHarshSomewhat Neither harshharshHarshnor ing scale configurationsNeither harshnor gentleVerygentle
Some unique rating scale configurationsSome unique rating scale configurations
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Microsoft PowerPoint - Presentation 7 Measurement and Scaling II Author: Ana Brochado Created Date: 11/7/2004 22:40:17 .
