This document discusses attitude measurement and scaling techniques. It defines what an attitude is and explains that attitudes are composed of beliefs, feelings, and readiness to respond behaviorally to an object. It also discusses the key elements of attitudes and how they are measured. The document then explains the concepts of construct development and scale measurement. It defines these terms and discusses the different types of scales used to measure constructs, including their characteristics of description, order, distance, and origin. Overall, the document provides an overview of how attitudes are defined and measured through established scaling techniques in marketing research.

1. ATTITUDE MEASUREMENTATTITUDE MEASUREMENT
AND SCALING TECHNIQUESAND SCALING TECHNIQUES
DR. SK LAROIYA
DEPARTMENT OF ECONOMICS
HANSRAJ COLLEGE
UNIV OF DELHI

2. ATTITUDE IS ONE OF THE MOST
PERVASIVE NOTIONS IN ALL OF THE
MARKETING

3. PLAYS A PIVOTAL ROLE IN THE
MAJOR MODELS DESCRIBING
CONSUMER BEHAVIOR, AS WELL AS
IN MANY, IF NOT MOST
INVESTIGATIONS OF CONSUMER
BEHAVIOR THAT DO NOT RELY ON A
FORMAL INTEGRATED MODEL

4. MANY MARKETERS BELIEVE THAT
ATTITUDES
DIRECTLY AFFECTDIRECTLY AFFECT
PURCHASE DECISIONS
AND THEIR PURCHASE AND USEPURCHASE AND USE
EXPERIENCESEXPERIENCES,
IN TURN, DIRECTLY AFFECTDIRECTLY AFFECT THEIR SUBSEQUENT
ATTITUDES TOWARD THE PRODUCT OR SERVICE

5. WHAT IS AN ATTITUDE?WHAT IS AN ATTITUDE?
IT IS DEFINED AS A PREDISPOSITION
TO RESPOND TO AN IDEA OR OBJECT

6. ATTITUDES ARE STATE-OF-MIND
CONSTRUCTSCONSTRUCTS THAT ARE NOT
DIRECTLY OBSERVABLE
THE TRUE STRUCTURE OF AN
ATTITUDE LIES IN THE MINDMIND OF
INDIVIDUAL HOLDING THAT ATTITUDE

7. IN MARKETING IT REFERS TO THE
CONSUMER’S
PREDISPOSITION
TO RESPONDRESPOND
TO
• A PRODUCT
• IDEA
• OR SERVICE

8. IF PREDISPOSITION IS
FAVORABLE,FAVORABLE,
IT IS ASSUMED
THAT THE CONSUMER IS LIKELY TO
PURCHASEPURCHASE
THE PRODUCT OR SERVICE

9. ELEMENTS OF ATTITUDESELEMENTS OF ATTITUDES
ATTITUDES ARE COMPOSED OF
BELIEFSBELIEFS ABOUT THE OBJECT OF
CONCERN, SUCH AS ITS STRENGTH
OR ECONOMY

10. EMOTIONAL FEELINGSEMOTIONAL FEELINGS ABOUT THE
OBJECT SUCH AS LIKE AND DISLIKES

11. ANDAND READINESSREADINESS OF THE INDIVIDUAL
TO RESPOND BEHAVIORALLY TO THE
OBJECT THAT IS TO BUY IT

12. THERE IS TENDENCY IN MARKETING
TO BRING THESE THREE ELEMENTS
INTO WHAT IS CALLED IMAGEIMAGE

13. ALTHOUGH ATTITUDE IS ONE OF THE
MOST WIDELY USED IDEAS IN SOCIAL
PSYCHOLOGY,
IT IS ALSO ONE OF THE MOSTIT IS ALSO ONE OF THE MOST
INCONSISTENTLY USED CONCEPTSINCONSISTENTLY USED CONCEPTS

14. THOUGH THERE ARE LOT OF
INTERPRETATIONS OF THE CONCEPT,
THERE IS A BROADBROAD AGREEMENT
AMONG THE ACADEMICIANSACADEMICIANS AND
PRACTITIONERSPRACTITIONERS ON THE
FOLLOWING:FOLLOWING:

15. 1. ATTITUDE REPRESENTS A
PREDISPOSITION TO RESPOND TO
AN OBJECT, NOT ACTUAL BEHAVIOR
TOWARD THE OBJECT.
ATTITUDE THUS POSSESS THE
QUALITY OF
READINESSREADINESS

16. 2. ATTITUDE IS PERSISTENT OVER A
PERIOD OF TIME
IT CAN CHANGE, TO BE SURE, BUT
ALTERATION OF AN ATTITUDE THAT IS
STRONGLY HELD
REQUIRESREQUIRES
SUBSTANTIAL PRESSURE

17. 3. ATTITUDE IS LATENT VARIABLE THAT
PRODUCES
CONSISTENCYCONSISTENCY
IN BEHAVIOR, EITHER VERBAL OR
PHYSICAL

18. 4. ATTITUDE HAS A DIRECTIONALDIRECTIONAL
QUALITYQUALITY
IT CONNOTES A PREFERENCE REGARDING
THE OUTCOMES INVOLVING
– THE OBJECTTHE OBJECT
– EVALUATIONS OF THE OBJECTEVALUATIONS OF THE OBJECT
– OR POSITIVE/NEGATIVE/NEUTRAL FEELINGSOR POSITIVE/NEGATIVE/NEUTRAL FEELINGS
FOR THE OBJECTFOR THE OBJECT

19. ATTITUDINAL STUDIES ARE USEFUL IN
 MARKET SEGMENTATION
 ADVERTISEMENT EFFECTIVENESS
 BRAND POSITIONING OR
REPOSITIONING

20. ATTITUDES ARE OFTEN COMPLEXCOMPLEX
AND ARE NOT FULLYFULLY UNDERSTOOD
THOUGH ATTITUDES CAN BE
CHANGED, BUT THEY TEND TO BETEND TO BE
PERSISTENTPERSISTENT

21. STRONGLY HELD ATTITUDES CAN BE
CHANGED ONLY WITH GREAT
PRESSUREPRESSURE

22. ATTITUDE MEASUREMENT TENDS TO
FOCUS ON
MEASUREMENTMEASUREMENT OF
BELIEFS
ABOUT A
PRODUCT’S (SERVICE’S) QUALITIES
AND EMOTIONAL FEELINGSEMOTIONAL FEELINGS ABOUT THOSE
QUALITIES

23. THE CONCEPT OFTHE CONCEPT OF
MEASUREMENT AND SCALINGMEASUREMENT AND SCALING
MEASUREMENT CAN BE DEFINED AS
A STANDARDIZED PROCESS OF
ASSIGNING NUMBERS OR OTHER
SYMBOLS TO CERTAIN
CHARACTERISTICS OF THE OBJECTS
OF INTEREST

24. RESEARCHERS ENGAGE IN USING
THE MEASUREMENT PROCESS
BY
ASSIGNINGASSIGNING
EITHER NUMBERSNUMBERS
OR LABELSLABELS

25. TO
• PEOPLE’S THOUGHTS,PEOPLE’S THOUGHTS,
FEELINGS,FEELINGS,
BEHAVIORS,BEHAVIORS,
AND CHARACTERISTICSAND CHARACTERISTICS
• THE FEATURES OR ATTRIBUTES OF OBJECTSTHE FEATURES OR ATTRIBUTES OF OBJECTS
• THE ASPECTS OF CONCEPTS / IDEASTHE ASPECTS OF CONCEPTS / IDEAS

26. • ANY TYPE OF PHENOMENON OR
EVENT USING SPECIFIC RULES TO
REPRESENT
QUANTITIESQUANTITIES
AND QUALITIESQUALITIES
OF THE FACTORS BEING
INVESTIGATED

27. MEASUREMENT PROCESSMEASUREMENT PROCESS
CONSISTS OF
• CONSTRUCT DEVELOPMENT
• SCALE MEASUREMENT

28. THE GOAL OF CONSTRUCT
DEVELOPMENT IS:
TO PRECISELY IDENTIFY AND WHATWHAT
IS TO BE MEASUREDMEASURED, INCLUDING ANY
DIMENSIONALITY TRAITS

29. THE GOAL OF SCALE MEASUREMENT
IS TO
DETERMINE HOWHOW TO PRECISELY
MEASURE EACH CONSTRUCTCONSTRUCT

30. TO UNDERSTAND CONSTRUCTCONSTRUCT
DEVELOPMENTDEVELOPMENT
AND SCALE DEVELOPMENTSCALE DEVELOPMENT
WE MUST UNDERSTAND THE TERM
OBJECTOBJECT

31. WHAT IS AN OBJECT ?WHAT IS AN OBJECT ?
IT REFERS
TO ANY TANGIBLETANGIBLE ITEM IN A PERSON’S
ENVIRONMENT
THAT CAN BE
CLEARLYCLEARLY AND EASILYEASILY
IDENTIFIED THROUGH THE SENSESSENSES -

32.  SIGHT
 SOUND
 TOUCH
 SMELL
 TASTE

33. IT HAS TWO PROPERTIES:IT HAS TWO PROPERTIES:
• OBJECTIVE PROPERTIES
• SUBJECTIVE PROPERTIES

34. OBJECTIVE PROPERTIES
RESEARCHERS DO NOT MEASURE
THE OBJECTS PER SEPER SE BUT RATHER
THE ELEMENTS THAT MAKES UP THE
OBJECT
OBJECTIVE PROPERTIES ARE USED
TO IDENTIFYIDENTIFY AND DISTINGUISHDISTINGUISH AN
OBJECT FROM ANOTHER

35. THESE PROPERTIES REPRESENT
ATTRIBUTES THAT MAKE UPMAKE UP
AN OBJECT OF INTERESTOBJECT OF INTEREST
AND ARE
 DIRECTLY OBSERVABLEDIRECTLY OBSERVABLE
 PHYSICALLY VERIFIABLEPHYSICALLY VERIFIABLE
 AND MEASURABLE IN NATUREAND MEASURABLE IN NATURE

36. SUCH AS THE PHYSICAL AND
DEMOGRAPHIC CHARACTERISTICS
OF A PERSON
 AGE
 SEX
 OCCUPATION STATUS
 COLOR OF EYE ETC.

37. OR THE ACTUAL NUMBER OF
PURCHASES MADE OF A PARTICULAR
PRODUCT

38. OR THE TANGIBLE FEATURES OF
THE OBJECT
 HORSEPOWER,
 STYLE,
 COLOR,
 STEREO SYSTEM OF AN
AUTOMOBILE ETC.

39. SUBJECTIVE PROPERTIES
SUBJECTIVE PROPERTIES ARE
ABSTRACT,
INTANGIBLE CHARACTERISTICS
THAT
CAN NOT BE
DIRECTLY OBSERVED OR MEASUREDDIRECTLY OBSERVED OR MEASURED

40. WHY?WHY?
BECAUSE THEY ARE
THE MENTAL IMAGES (ASPECTS) A
PERSON ATTACHES TO AN OBJECT, SUCH
AS

41.  ATTITUDES,
 FEELINGS,
 PERCEPTIONS,
 EXPECTATIONS,
 OR EXPRESSIONS OF FUTURE
ACTIONS
(i.e., PURCHASE INTENTIONS)

42. CONSTRUCT DEVELOPMENT
CAN BE
VIEWEDVIEWED
AS
AN INTEGRATIVE PROCESSINTEGRATIVE PROCESS IN WHICH
RESEARCHERS FOCUS THEIR
EFFORTS ON

43. IDENTIFYINGIDENTIFYING
THE SUBJECTIVE PROPERTIES FOR
WHICH DATA SHOULD BE
COLLECTED FOR SOLVING
THE DEFINED RESEARCH PROBLEMDEFINED RESEARCH PROBLEM

44. OBJECTIVE PROPERTIES-OBJECTIVE PROPERTIES-
AIR PLANEAIR PLANE
• NO. OF ENGINES
• HEIGHTS
• WEIGHT
• LENGTH
• SEATING CAPACITY
• PHYSICAL CHARACTERISTICS OF SEATS
• TYPE OF AIRPLANE

45. AIR PLANEAIR PLANE
SUBJECTIVE PROPERTIESSUBJECTIVE PROPERTIES
• QUALITY OF IN FLIGHT SERVICE
• COMFORT ABILITY OF SEATS
• SMOOTHNESS OF TAKE-OFF
AND
LANDING ETC.

46. CONSUMERCONSUMER
OBJECTIVE PROPERTIESOBJECTIVE PROPERTIES :
• AGE, SEX,
• MARITAL STATUS,
• INCOME,
• BRAND LAST PURCHASED,
• RUPEE AMOUNT OF PURCHASES
• TYPES OF PRODUCTS PURCHASED
• COLOR OF EYES AND HAIR

47. CONSUMERCONSUMER
SUBJECTIVE PROPERTIESSUBJECTIVE PROPERTIES
• ATTITUDES TOWARDS A PRODUCT
• BRAND LOYALTY
• HIGH INVOLVEMENT PURCHASES
EMOTIONS (LOVE, FEAR, ANXIETY ETC)
• INTELLIGENCE, PERSONALITY, RISK TAKER

48. ORGANIZATIONORGANIZATION
OBJECTIVE PROPERTIESOBJECTIVE PROPERTIES
• NAME OF COMPANY
• NO. OF EMPLOYEES
• TOTAL ASSETS
• TYPE AND NO. OF PRODUCT OFFERINGS

49. ORGANIZATIONORGANIZATION
SUBJECTIVE PROPERTIESSUBJECTIVE PROPERTIES
• COMPETENCE OF EMPLOYEES
• QUALITY CONTROL, CHANNEL POWER,
• COMPETITIVE ADVANTAGE,
• COMPANY IMAGE, CONSUMER ORIENTED
PRACTICES ETC

50. SCALE MEASUREMENTSCALE MEASUREMENT
SCALING IS THE PROCESS OF CREATING ASCALING IS THE PROCESS OF CREATING A
CONTINUUMCONTINUUM
ON WHICHON WHICH
OBJECTS AREOBJECTS ARE LOCATEDLOCATED
ACCORDING TO THE AMOUNT OF THEACCORDING TO THE AMOUNT OF THE
MEASURED CHARACTERISTICMEASURED CHARACTERISTIC THEYTHEY
POSSESSPOSSESS

51. SCALE DEVELOPMENT IS
DESIGNING QUESTIONSDESIGNING QUESTIONS
TO MEASURETO MEASURE
THE SUBJECTIVE PROPERTIESTHE SUBJECTIVE PROPERTIES
OF
AN OBJECTOBJECT

52. THERE ARE SEVERAL TYPES OF
SCALES, EACH OF WHICH
POSSESSES DIFFERENT
CHARACTERISTIC

53. THE CHARACTERISTICSCHARACTERISTICS OF A SCALE
DETERMINEDETERMINE
THE SCALE’S LEVEL OF
MEASUREMENT

54. CHARACTERISTICS OF SCALESCHARACTERISTICS OF SCALES
• DESCRIPTION
• ORDER
• DISTANCE
• ORIGIN

55. DESCRIPTION
DESCRIPTION REFERS TO USE OF A
UNIQUE DESCRIPTOR, OR LABEL, TO
STAND FOR EACH DESIGNATION IN
THE SCALE

56. WHEN ACTIVATED,
THIS PROPERTY ALLOWS A RESEARCHER TO
TAKE THE
RESPONSESRESPONSES
AND CATEGORIZECATEGORIZE
THEM INTO MUTUALLY EXCLUSIVE GROUPS EACHTHEM INTO MUTUALLY EXCLUSIVE GROUPS EACH
WITH ITS OWN IDENTITYWITH ITS OWN IDENTITY

57. ANY DESCRIPTOR CAN BE USED FOR RESPONSE
FOR INSTANCE, “YES” OR “NO”,FOR INSTANCE, “YES” OR “NO”,
““AGREE” OR “DISAGREE”AGREE” OR “DISAGREE”
AND THE NUMBER OF YEARS OF AAND THE NUMBER OF YEARS OF A
RESPONDENT’S AGERESPONDENT’S AGE
ARE DESCRIPTORS OF A SIMPLE SCALE

58. ALL SCALES INCLUDE DESCRIPTIONINCLUDE DESCRIPTION
IN THE FORM OF CHARACTERISTIC
LABELS THAT IDENTIFY WHAT IS
BEING MEASURED

59. ORDER
ORDER REFERS TO THE RELATIVERELATIVE
SIZESSIZES OF THE DESCRIPTORS OR
RELATIVE MAGNITUDERELATIVE MAGNITUDE
BETWEEN THE DESCRIPTORS, OR
LABELS, USED AS SCALE POINTS

60. HERE THE KEY WORD IS “RELATIVE’“RELATIVE’
AND INCLUDES SUCH DESCRIPTORS
AS “GREATER THAN”“GREATER THAN”
““LESS THAN”LESS THAN”
AND “EQUAL TO”AND “EQUAL TO”

61. EXAMPLEEXAMPLE
“1 IS LESS THAN 5”
“EXTREMELY SATISFIED” IS MORE
INTENSE THAN “SOMEWHAT
SATISFIED”
“MOST IMPORTANT” HAS GREATER
IMPORTANCE THAN “ONLY SLIGHTLY
IMPORTANT”

62. WHENWHEN ORDER CHARACTERISTICORDER CHARACTERISTIC ISIS
INCORPORATED INTO SET OF SCALEINCORPORATED INTO SET OF SCALE
POINTS,POINTS,
IT ALLOWS THE RESEARCHER TO ESTABLISHIT ALLOWS THE RESEARCHER TO ESTABLISH
EITHEREITHER
A “HIGHEST TO LOWEST“HIGHEST TO LOWEST”
OR “LOWEST TO HIGHEST”“LOWEST TO HIGHEST”
RANK ORDER AMONG THE NEW RESPONSESRANK ORDER AMONG THE NEW RESPONSES

63. ORDER IDENTIFIES ONLY THE
RELATIVE DIFFERENCESRELATIVE DIFFERENCES
BETWEEN THE RESPONSES
AND NOT THE
ABSOLUTE DIFFERENCESABSOLUTE DIFFERENCES

64. NOT ALL SCALES POSSESS
ORDERORDER
CHARACTERISTICS
FOR INSTANCE, IS A ‘BUYER’ GREATERFOR INSTANCE, IS A ‘BUYER’ GREATER
THAN OR LESS THAN A ‘NON-BUYER’?THAN OR LESS THAN A ‘NON-BUYER’?
WE HAVE NO WAY OF MAKING A RELATIVE SIZEWE HAVE NO WAY OF MAKING A RELATIVE SIZE
DISTINCTIONDISTINCTION

65. DISTANCE
A SCALE HAS THE CHARACTERISTIC
OF DISTANCE WHEN
ABSOLUTE DIFFERENCES BETWEENABSOLUTE DIFFERENCES BETWEEN
THE DESCRIPTORSTHE DESCRIPTORS
ARE KNOWN AND MAY BE
EXPRESSED IN UNITSEXPRESSED IN UNITS

66. THE RESPONDENTTHE RESPONDENT
WHO BUYS THREE BOTTLES OF DIET COLAWHO BUYS THREE BOTTLES OF DIET COLA
BUYS MORE THAN THE ONEBUYS MORE THAN THE ONE
WHO BUYS ONLY ONE BOTTLEWHO BUYS ONLY ONE BOTTLE
A THREE CAR FAMILY OWNS A ONE MOREA THREE CAR FAMILY OWNS A ONE MORE
AUTOMOBILE THAN A TWO CAR FAMILYAUTOMOBILE THAN A TWO CAR FAMILY

67. WHEN THE CHARACTERISTIC OF DISTANCE
EXISTS
WE ARE ALSO GIVEN THE
ORDERORDER
WE KNOW NOT ONLY THAT THE THREE CARWE KNOW NOT ONLY THAT THE THREE CAR
FAMILY HAS “MORE THAN” THE NUMBER OF CARSFAMILY HAS “MORE THAN” THE NUMBER OF CARS
OF THE TWO CAR FAMILY,OF THE TWO CAR FAMILY,
BUT WE ALSO KNOW THE DISTANCEBUT WE ALSO KNOW THE DISTANCE
BETWEEN THE TWO (1 CAR)BETWEEN THE TWO (1 CAR)

68. ORIGIN
A SCALE IS SAID TO HAVE A
CHARACTERISTIC OF
ORIGINORIGIN
IF THERE IS A
UNIQUE BEGINNINGUNIQUE BEGINNING
OR TRUE ZEROTRUE ZERO POINT FOR THE
SCALE

69. THE ORIGIN PROPERTY RELATES TOTHE ORIGIN PROPERTY RELATES TO
A NUMBERING SYSTEM WHEREA NUMBERING SYSTEM WHERE
ZEROZERO
ISIS DISPLAYEDDISPLAYED
OROR REFERENCEDREFERENCED
STARTING POINT IN A SET OFSTARTING POINT IN A SET OF
POSSIBLE RESPONSESPOSSIBLE RESPONSES

70. NORMALLY, THIS SCALING PROPERTYNORMALLY, THIS SCALING PROPERTY
IS ACTIVATED WHEN RESEARCHERIS ACTIVATED WHEN RESEARCHER
ASKS A SPECIFIC QUESTIONASKS A SPECIFIC QUESTION
THAT REQUIRES ATHAT REQUIRES A
NUMERICALNUMERICAL
RESPONSERESPONSE

71. ZERO IS THE ORIGIN FOR AN AGEZERO IS THE ORIGIN FOR AN AGE
SCALE JUST ASSCALE JUST AS
IT IS FOR NUMBER OF MILESIT IS FOR NUMBER OF MILES
TRAVELED TO THE STORETRAVELED TO THE STORE

72. NOT ALL SCALESNOT ALL SCALES
HAVE AHAVE A
TRUE ZERO POINT FOR THETRUE ZERO POINT FOR THE
PROPERTY THEY ARE MEASURINGPROPERTY THEY ARE MEASURING
IN FACT, MANY SCALES USED BY MARKETINGIN FACT, MANY SCALES USED BY MARKETING
RESEARCHERS HAVE ARBITRARYRESEARCHERS HAVE ARBITRARY
NEUTRAL POINTSNEUTRAL POINTS,,
BUT THEY DO POSSESS ORIGINSBUT THEY DO POSSESS ORIGINS

73. FOR INSTANCE, WHEN A RESPONDENT SAYS, “NO“NO
OPINION,” TO A QUESTIONOPINION,” TO A QUESTION
““DO YOU AGREE OR DISAGREE WITH THEDO YOU AGREE OR DISAGREE WITH THE
STATEMENT,STATEMENT,
““THE INDICA IS THE BEST CAR IN THE SMALL CARTHE INDICA IS THE BEST CAR IN THE SMALL CAR
SEGMENT ON THE ROAD TODAY”?SEGMENT ON THE ROAD TODAY”?
WE CANNOT SAY THAT THE PERSON HAS A TRUE
ZERO LEVEL OF AGREEMENT

74. EACH SCALING PROPERTY BUILDS ONEACH SCALING PROPERTY BUILDS ON
THE PREVIOUS ONETHE PREVIOUS ONE
THIS IMPLIES:THIS IMPLIES:
• ANY SCALE WILL HAVE
DESCRIPTIONDESCRIPTION PROPERTY
• A SCALE THAT INCLUDES ORDERORDER
PROPERTY AUTOMATICALLY
POSSESSES DESCRIPTIONDESCRIPTION
PROPERTY

75. • A SCALE HAVING
DISTANCEDISTANCE PROPERTY,
HAS ORDERORDER
AND DESCRIPTIONDESCRIPTION
PROPERTIES

76. • THE SCALE THAT IS BUILD ON
ORIGINORIGIN PROPERTY ALSO HAVE
DESCRIPTION,DESCRIPTION,
ORDER,ORDER,
AND DISTANCEAND DISTANCE
PROPERTIES

77. NOMINAL SCALENOMINAL SCALE
NOMINAL SCALES ARE DEFINED AS
THOSE THAT USE ONLY LABEL;
THAT IS, THEY POSSESS ONLY THE
CHARACTERISTIC OF DESCRIPTIONDESCRIPTION
THE RESPONSE DOES NOT INCLUDE
ANY LEVEL OF INTENSITYINTENSITY

78. EXAMPLESEXAMPLES
• DESIGNATIONS AS TO RACE, RELIGION,
• TYPE OF DWELLING
• GENDER
• BRAND LAST PURCHASED
• ANSWERS THAT INVOLVE YES-NO, AGREE-
DISAGREE
• OR ANY OTHER INSTANCE IN WHICH
DESCRIPTORS CAN NOT BE
DIFFERENTIATED EXCEPT QUALITATIVELY

79. IF ONE DESCRIBES RESPONDENTS IN
A SURVEY
ACCORDING TO THEIR OCCUPATION
—
BANKER, DOCTOR, COMPUTER
PROGRAMMER—
ONE HAS USED A NOMINAL SCALEA NOMINAL SCALE

80. NOMINAL- SCALED QUESTIONS
CHECK ALL THE BRANDS YOU
WOULD CONSIDER PURCHASING
I. SONY
II. VIDEOCON
III. SAMSUNG
IV. LG

81. DO YOU AGREE OR DISAGREE THAT
“DELTA IS READY WHEN YOU ARE”?
AGREE DISAGREE

82. WHICH OF THE FOLLOWING
SUPERMARKETS HAVE YOU SHOPPED IN
THE LAST 30 DAYS?
I. EBONY
II. STAR MALL
III. SAB MALL
IV. MIGROS
V. SAHARA MALL

83. DO YOU LIKE OR DISLIKE
CHOCOLATE ICE CREAM?
I. LIKE
II. DISLIKE

84. ORDINAL SCALE
AN ORDINAL SCALE IS OBTAINED BY
RANKING OBJECTSRANKING OBJECTS
OR ARRANGING THEM
IN ORDERIN ORDER
WITH REGARD TO SOME
COMMON VARIABLECOMMON VARIABLE

85. THE QUESTION IS SIMPLY WHETHER
EACH OBJECT HAS
MOREMORE
OR LESSOR LESS
THANTHAN
SOME OTHER OBJECTSOME OTHER OBJECT

86. IT PERMITS THE RESEARCHERIT PERMITS THE RESEARCHER
TOTO
RANK ORDERRANK ORDER
THE RESPONDENTS OR THEIRTHE RESPONDENTS OR THEIR
RESPONSESRESPONSES
THE RESEARCHER CAN RANK ORDER THETHE RESEARCHER CAN RANK ORDER THE
RESPONSES INTO HIERARCHICAL PATTERNRESPONSES INTO HIERARCHICAL PATTERN

87. THIS SCALE
DOES NOT
ALLOW
A RESEARCHER TO
DETERMINE THE
ABSOLUTE DIFFERENCEABSOLUTE DIFFERENCE
IN ANY OF THE ORDINALORDINAL RELATIONSHIPS

88. ORDINAL- SCALED QUESTIONSORDINAL- SCALED QUESTIONS
PLEASE RANK EACH BRAND IN TERMS OF YOURPLEASE RANK EACH BRAND IN TERMS OF YOUR
PREFERENCEPREFERENCE
PLEASE PLACE “1”PLEASE PLACE “1”
BY YOUR FIRST CHOICE,BY YOUR FIRST CHOICE,
A “2”A “2”
BY YOUR SECOND CHOICE, AND SO ONBY YOUR SECOND CHOICE, AND SO ON
I.I. SONYSONY
II.II. VIDEOCONVIDEOCON
III.III. SAMSUNGSAMSUNG
IV.IV. LGLG
V.V. BPLBPL
VI.VI. PHILLIPSPHILLIPS

89. INTERVAL SCALEINTERVAL SCALE
INTERVAL SCALES ARE THOSE IN
WHICH THE
DISTANCEDISTANCE
BETWEEN EACH DESCRIPTOR IS
KNOWN
IT DEMONSTRATES ABSOLUTE DIFFERENCESABSOLUTE DIFFERENCES
BETWEEN EACH SCALE POINT

90. THE DISTANCE IS NORMALLY
DEFINED AS
ONE SCALE UNITONE SCALE UNIT
FOR EXAMPLE, A COFFEE BRANDFOR EXAMPLE, A COFFEE BRAND
RATED “3” IN TASTE IS ONE UNITRATED “3” IN TASTE IS ONE UNIT
AWAY FROM ONE RATED “4”AWAY FROM ONE RATED “4”

91. IN AN INTERVAL SCALE THE NUMBERSIN AN INTERVAL SCALE THE NUMBERS
USED TO RANK THE OBJECTS ALSOUSED TO RANK THE OBJECTS ALSO
REPRESENT EQUAL INCREMENTS OF THEREPRESENT EQUAL INCREMENTS OF THE
ATTRIBUTE BEING MEASUREDATTRIBUTE BEING MEASURED

92. THIS MEANS THAT DIFFERENCES CANTHIS MEANS THAT DIFFERENCES CAN
BE COMPAREDBE COMPARED
THE DIFFERENCE BETWEEN 1 AND 2THE DIFFERENCE BETWEEN 1 AND 2
ISIS SAMESAME
AS BETWEEN 2 AND 3AS BETWEEN 2 AND 3
BUTBUT ONLY HALFONLY HALF THE DIFFERENCETHE DIFFERENCE
BETWEEN 2 AND 4BETWEEN 2 AND 4

93. THE LOCATION OFTHE LOCATION OF ZEROZERO POINT ISPOINT IS
NOT FIXED, SINCE ZERO DOES NOTNOT FIXED, SINCE ZERO DOES NOT
DENOTE THEDENOTE THE ABSENCEABSENCE OF THEOF THE
ATTRIBUTEATTRIBUTE
BOTH ZERO POINT AND UNITS OFBOTH ZERO POINT AND UNITS OF
MEASUREMENT AREMEASUREMENT ARE ARBITRARYARBITRARY

94. SOME TIME A RESEARCHER MUSTSOME TIME A RESEARCHER MUST
IMPOSE A BELIEF THAT EQUALIMPOSE A BELIEF THAT EQUAL
INTERVALS EXIST BETWEEN THEINTERVALS EXIST BETWEEN THE
DESCRIPTORSDESCRIPTORS

95. THAT IS:
IF YOU WERE ASKED TO EVALUATE A STORE’SIF YOU WERE ASKED TO EVALUATE A STORE’S
SALES PEOPLE BY SELECTING A SINGLESALES PEOPLE BY SELECTING A SINGLE
DESIGNATION FROM THE LIST OFDESIGNATION FROM THE LIST OF
• EXTREMELY FRIENDLY
• VERY FRIENDLY
• SOME WHAT FRIENDLY
• SOME WHAT UNFRIENDLY
• VERY UNFRIENDLY
• EXTREMELY UNFRIENDLY

96. THE RESEARCHER WOULD
PROBABLY ASSUME THAT EACH
DESIGNATION WAS ONE UNIT AWAY
FROM THE PRECEDING ONE
IN THESE CASES WE SAY THAT THEIN THESE CASES WE SAY THAT THE
SCALE IS “ASSUMED INTERVAL”SCALE IS “ASSUMED INTERVAL”

97. INTERVAL – SCALEDINTERVAL – SCALED
QUESTIONSQUESTIONS
PLEASE RATE EACH BRAND INPLEASE RATE EACH BRAND IN
TERMS OF ITS OVERALLTERMS OF ITS OVERALL
PERFORMANCEPERFORMANCE
• BRAND RATING (CIRCLE ONE)
• VERY POOR
VERY GOOD
MONT BLANC 1 2 3 4 5 6 7 8 9 10
PARKER
CROSS

98. INDICATE YOUR DEGREE OF AGREEMENT WITH
FOLLOWING STATEMENTS BY CIRCLING THE
APPROPRIATE NUMBER
• STATEMENT STRONGLY STRONGLY
• AGREE DISAGREE
• I ALWAYS LOOK FOR BARGAINS 1 2 3 4 5
• I ENJOY BEING OUT DOORS 1 2 3 4 5
• I LOVE TO COOK 1 2 3 4 5

99. IN A TYPICAL WEEK (7 DAY PERIOD),IN A TYPICAL WEEK (7 DAY PERIOD),
HOW OFTEN YOU ACCESS INTERNETHOW OFTEN YOU ACCESS INTERNET
FROM A HOME COMPUTER?FROM A HOME COMPUTER?
• ___ MORE THAN 20 TIMES
• ___16 TO 20 TIMES
• ___11 TO 15 TIMES
• ___6 TO 10 TIMES
• ___1 TO 5 TIMES
• ___DO NOT ACCESS IT

100. RATIO SCALERATIO SCALE
RATIO SCALES ARE THE ONES IN
WHICH
TRUE ZERO ORIGINTRUE ZERO ORIGIN EXISTS—
SUCH AS
-ACTUAL NUMBER OF PURCHASES IN A
CERTAIN TIME PERIOD,
-RUPEES SPENT, MILES TRAVELED ETC.

101. THIS CHARACTERISTIC ALLOW US
TO
CONSTRUCT RATIOSCONSTRUCT RATIOS
WHEN COMPARING THE RESULTS OF
MEASUREMENT

102. A RATIO SCALE TENDS TO BE MOST
SOPHISTICATEDSOPHISTICATED SCALE
IN THE SENSE THAT IT ALLOWS THE
RESEARCHER
NOT ONLY TO IDENTIFY THE ABSOLUTEIDENTIFY THE ABSOLUTE
DIFFERENCESDIFFERENCES BETWEEN EACH SCALE POINT
BUT ALSO TO MAKE
ABSOLUTE COMPARISONSABSOLUTE COMPARISONS BETWEEN THE
RESPONSES

103. EXAMPLE
IN COLLECTING DATA ABOUT HOW
MANY CARS ARE DRIVEN BY
HOUSEHOLDS IN DELHI, A
RESEARCHER KNOWS THAT
DIFFERENCE BETWEEN DRIVING ONE
CAR AND DRIVING THREE CARS IS
ALWAYS GOING TO TWOTWO

104. FURTHER MORE, WHEN COMPARING
A ONE – CAR FAMILY TO THREE –
CAR FAMILY WILL HAVE
SIGNIFICANTLY HIGHER TOTAL CAR
INSURANCE AND MAINTENANCE
COSTS THAN A ONE – CAR FAMILY

105. SUCH RATIOS ARE INAPPROPRIATEINAPPROPRIATE
FOR INTERVAL SCALES,
SO WE ARE NOT ALLOWEDALLOWED
TO SAY
THAT ONE STORE WAS ONE HALF AS
FRIENDLY AS ANOTHER

106. RATIO-SCALED QUESTIONS
PLEASE INDICATE YOUR AGE
--- YEARS

107. APPROXIMATELY HOW MANY TIMESAPPROXIMATELY HOW MANY TIMES
IN THE LAST MONTH HAVE YOUIN THE LAST MONTH HAVE YOU
PURCHASED ANY THING OVERPURCHASED ANY THING OVER
Rs.1000 IN VALUE AT NANZ STORE?Rs.1000 IN VALUE AT NANZ STORE?
0 1 2 3 4 5 MORE ( SPECIFY_ )

108. HOW MUCH DO YOU THINK AHOW MUCH DO YOU THINK A
TYPICAL PURCHASER OF A Rs. 5TYPICAL PURCHASER OF A Rs. 5
LAKH TERM LIFE INSURANCELAKH TERM LIFE INSURANCE
POLICY PAYS PER MONTH THATPOLICY PAYS PER MONTH THAT
POLICY?POLICY?
Rs.__________

109. WHAT IS THE PROBABILITY THATWHAT IS THE PROBABILITY THAT
YOU WILL USE A LAWYER’SYOU WILL USE A LAWYER’S
SERVICES WHEN YOU ARE READYSERVICES WHEN YOU ARE READY
TO MAKE A WILL?TO MAKE A WILL?
______PERCENT

110. TYPICALLY THE ISSUES LIKE
QUANTITY SOLDQUANTITY SOLD
NUMBER OF CONSUMERSNUMBER OF CONSUMERS
PROBABILITY OF PURCHASE ETC.PROBABILITY OF PURCHASE ETC.
FORM RATIO SCALE MEASUREMENT

111. Nominal, Ordinal, Interval, and Ratio Scales Provide Different InformationNominal, Ordinal, Interval, and Ratio Scales Provide Different Information

112. Facts About the Four Levels of ScalesFacts About the Four Levels of Scales

113. Facts About the Four Levels of Scales (cont’d)Facts About the Four Levels of Scales (cont’d)

114. EXAMPLE OF FOUR BASIC TYPES OFEXAMPLE OF FOUR BASIC TYPES OF
QUESTION PHRASINGSQUESTION PHRASINGS::
INFORMATION REQUIREMENTINFORMATION REQUIREMENT:
TO DETERMINE HOW OFTEN
CUSTOMERS USE THEIR PRIMARY
AUTOMOBILE SERVICE PROVIDER’S
FACILITIES / SERVICES

115. NOMINAL QUESTION
PHRASING:
WHEN YOUR VEHICLE REQUIRES
MAINTENANCE SERVICE OR YOU HAVE
PROBLEMS
DO YOU USUALLYDO YOU USUALLY
TAKE THE VEHICLE TO YOUR PRIMARY
AUTOMOBILE SERVICE PROVIDER?
THE LOGICAL RESPONSETHE LOGICAL RESPONSE TO THIS
QUESTION WOULD BE A
YES OR NOYES OR NO

116. ORDINAL QUESTION
PHRASING:
WHEN YOUR VEHICLE REQUIRES
MAINTENANCE SERVICE OR YOU
HAVE PROBLEMS,
HOW OFTENHOW OFTEN DO YOU TAKE IT TO
YOUR PRIMARY AUTOMOBILE
SERVICE PROVIDER? (CHECK ONLY
ONE RESPONSE)

117. THE LOGICAL RESPONSES MIGHT BE:
• __NEVER
• __SELDOM
• __OCCASIONALLY
• __USUALLY
• __EVERY TIME

118. INTERVAL QUESTION
PHRASING:
SINCE PURCHASING YOUR VEHICLE,
APPROXIMATELY
HOW OFTENHOW OFTEN
HAVE YOU USED THE SERVICES AT
YOUR PRIMARY AUTOMOBILE
SERVICE PROVIDER? (CHECK THE(CHECK THE
ONE APPROPRIATE RESPONSE)ONE APPROPRIATE RESPONSE)

119. • LESS THAN 3 TIMES
• 4 TO 8 TIMES
• 9 TO 12 TIMES
• 13 TO 16 TIMES
• OVER 16 TIMES

120. RATIO QUESTION PHRASING:
IN THE PAST 12 MONTHS
HOW MANY TIMESHOW MANY TIMES
DID YOU TAKE YOUR VEHICLE FOR
SERVICE OR REPAIRS TO YOUR
PRIMARY AUTOMOBILE SERVICE
PROVIDER?
___NO. OF TIMES

121. ASSESSING A RESPONDENT’S LIKING OFASSESSING A RESPONDENT’S LIKING OF
SOFTDRINKS WITH NOMINAL ORDINAL, INTERVALSOFTDRINKS WITH NOMINAL ORDINAL, INTERVAL
AND RATIO SCALESAND RATIO SCALES
NOMINAL SCALENOMINAL SCALE
WHICH OF THE FOLLOWING SOFT DRINKS ON THE
FOLLOWING LIST DO YOU LIKE? CHECK ALL THAT APPLY
 COKE
 THUMS UP
 MOUNTAIN DEW
 PEPSI
 SEVEN UP
 SPRTIE

122. ORDINAL SCALEORDINAL SCALE
PLEASE RANK THE SOFT DRINKS ON THE FOLLOWING LIST
ACCORDING TO YOUR DEGREE OF LIKING FOR EACH,
ASSIGNINIG MOST PREFERRED DRINK RANK=1 AND YOUR
LEAST PREFERRED DRINK RANK=6
 COKE
 THUMS UP
 MOUNTAIN DEW
 PEPSI
 SEVEN UP
 SPRTIE

123. INTERVAL SCALEINTERVAL SCALE
PLEASE INDICATE YOUR DEGREE OF LIKING OF EACH OF
THE SOFTDRINKS ON THE FOLLOWING LIST BY CHECKING
THE APPROPRIATE POSITION ON THE SCALE
DISLIKE DISLIKE LIKE LIKE A LOT
A LOT
COKE
THUMS UP
MOUNTAIN DEW
PEPSI
SEVEN UP
SPRTIE

124. RATIO SCALERATIO SCALE
PLEASE DIVIDE 100 POINTS AMONG EACH OF THE
FOLLOWING SOFT DRINKS ACCORDING TO YOUR DEGREE
OF LIKING FOR EACH
 COKE
 THUMS UP
 MOUNTAIN DEW
 PEPSI
 SEVEN UP
 SPRTIE

125. RELATIONSHIP BETWEEN SCALES AND SCALING PROPERTIES
SCALING PROPERTIESSCALING PROPERTIES
SCALE DESCRIPTION ORDER DISTANCE ORIGINSCALE DESCRIPTION ORDER DISTANCE ORIGIN
NOMINAL YES NO NO NONOMINAL YES NO NO NO
ORDINAL YES YES NO NOORDINAL YES YES NO NO
INTERVAL YES YES YES NOINTERVAL YES YES YES NO
RATIO YES YES YES YESRATIO YES YES YES YES

126. SCALE AND TYPE OF STATISTICALSCALE AND TYPE OF STATISTICAL
TECHNIQUESTECHNIQUES
SCALE BASICBASIC
CHARACTERISTICSCHARACTERISTICS
MARKETING
EXAMPLES
PERMISSIBLE STATISTICS
DESCRIPTIVE INFERENTIAL
NOMINAL NUMBERS
IDENTIFY AND
CLASSIFY
OBJECTS
BRAND
NUMBERS,
STORE TYPES
PERCENTAGES Chi-SQUARE
MODE BINOMIAL TEST

127. ORDINAL NUMBERS
INDICATE THE
RELATIVE
POSITIONS OF
THE OBJECTS
BUT NOT THE
MAGNITUDE OF
DIFFERENCES
BETWEEN THEM
PREFERENCE
RANKINGS,
MARKET
POSITION,
SOCIAL
CLASS
PREFERENCE
FOR BRANDS
DESCRIPTIVE INFERENTIAL
PERCENTILE, RANK ORDER
CORRELATION
FRIEDMAN
ANOVA
MEDIAN

128. INTERVAL DIFFERENCE
BETWEEN THE
OBJECTS CAN
BE COMPARED;
ZERO POINT IS
ARBITRARY
ATTITUDES, OPTIONS,
INDEX NUMBERS
ATTITUDES TOWARDS
BRANDS
GRADE POINT
AVERAGE
DESCRIPTIVE INFERENTIAL
RANGE PRODUCT
MOMENT-
CORRELATIONS
MEAN t TESTS
STANDARD
DEVIATIONS ANOVA
REGRESSION
ANALYSIS
FACTOR ANALYSIS

129. RATIO ZERO POINT IS FIXED;
RATIOS OF SCALE VALUES
CAN BE COMPUTED
AGE,
INCOME,
COSTS,
SALES,
MARKET
SHARES
NO. OF
PURCHASES
PROBABILITY
OF PURCHASE
DESCRIPTIVE INFERENTIAL
GEOMETRIC
MEAN COEFFICIENT
OF VARIATION
HARMONIC MEAN

130. THE SCALING TECHNIQUESTHE SCALING TECHNIQUES
• THE COMPARATIVE SCALES
• THE NON – COMPARATIVE SCALES

131. THE COMPARATIVE SCALESTHE COMPARATIVE SCALES
COMPARATIVE SCALES INVOLVE THE
DIRECT COMPARISON OF STIMULUSSTIMULUS
OBJECT

132. IT IS A SCALE FORMAT THAT
REQUIRES A
JUDGMENTJUDGMENT
COMPARING ONE OBJECT, PERSON,COMPARING ONE OBJECT, PERSON,
OR CONCEPT AGAINST ANOTHER ONOR CONCEPT AGAINST ANOTHER ON
THE SCALETHE SCALE

133. FOR EXAMPLE, THE RESPONDENTS
MIGHT BE ASKED
WHETHER THEY PREFER COKECOKE OR
PEPSIPEPSI

134. COMPARATIVE SCALE DATA MUST BE
INTERPRETED IN
RELATIVE TERMSRELATIVE TERMS
AND HAVE ONLY
ORDINALORDINAL OR RANK ORDERRANK ORDER
PROPERTIES

135. FOR THIS REASON, COMPARATIVE
SCALING IS REFERRED TO
AS
NON-METRIC SCALINGNON-METRIC SCALING

136. NON COMPARATIVE SCALESNON COMPARATIVE SCALES
NON-COMPARATIVE SCALES REFER
TO A SCALE FORMAT THAT
REQUIRES A
JUDGMENTJUDGMENT
WITHOUTWITHOUT REFERENCE TO
ANOTHERANOTHER
OBJECT, PERSON, OR CONCEPT

137. THESE SCALES ARE ALSO
REFERRED TO
AS MONADICMONADIC
OR METRICMETRIC SCALES

138. THE RESULTING DATA ARE
GENERALLY
ASSUMED
TO BE INTERVALINTERVAL OR RATIORATIO SCALED

139. FOR EXAMPLE, RESPONDENTS MAY
BE ASKED TO EVALUATE COKE ON A
1 TO 6 PREFERENCE SCALE (1= NOT
AT ALL PREFERRED; 6 = GREATLY
PREFERRED)

140. TYPES OF COMPARATIVE SCALESTYPES OF COMPARATIVE SCALES
• PAIRED COMPARISON
• RANK ORDER
• CONSTANT SUM
• Q-SORT AND OTHER PROCEDURES

141. TYPES OF NON- COMPARATIVETYPES OF NON- COMPARATIVE
SCALESSCALES
• CONTINUOUS RATING SCALES
• ITEMIZED RATING SCALES
I. LIKERT SCALE
II. SEMANTIC DIFFERENTIAL SCALE
III. STAPEL SCALE
IV. THURSTONE SCALE

142. COMPARATIVE SCALESCOMPARATIVE SCALES
PAIRED COMPARISON RATINGPAIRED COMPARISON RATING
SCALE:SCALE:
THIS FORMAT CREATES
• A PRE-SELECTED GROUP OF
TRAITS
• PRODUCT CHARACTERISTICS
• OR FEATURES
THAT ARE PAIRED AGAINST ONETHAT ARE PAIRED AGAINST ONE
ANOTHER INTO TWO GROUPSANOTHER INTO TWO GROUPS

143. RESPONDENTS ARE ASKED TO
SELECT WHICH IN EACH PAIR IS
MORE IMPORTANTIMPORTANT TO THEM

144. A RESPONDENT IS PRESENTED WITH
TWO OBJECTSTWO OBJECTS AND ASKED TO
SELECT ONE ACCORDING TO SOME
CRITERION
THE DATA OBTAINED ARE ORDINALORDINAL
IN NATURE

145. PAIRED COMPARISON SCALES ARE
FREQUENTLY USED WHEN STIMULUS
OBJECTS ARE
PHYSICAL PRODUCTSPHYSICAL PRODUCTS

146. EXAMPLE:
WE GOING TO PRESENT YOU WITHWE GOING TO PRESENT YOU WITH
SEVERAL PAIRS OF TRAITSSEVERAL PAIRS OF TRAITS
ASSOCIATED WITH AASSOCIATED WITH A
SALESPERSON’S ON-THE-JOBSALESPERSON’S ON-THE-JOB
ACTIVITIESACTIVITIES
FOR EACH PAIR, PLEASE
INDICATEINDICATE WHICH TRAITTRAIT YOU FEEL IS MORE
IMPORTANTIMPORTANT FOR BEING A SALES PERSON

147. a. TRUST b. COMPETENCE
a. TRUST b. COMMUNICATION SKILLS
a. TRUST b. PERSONAL SOCIAL SKILLS
a. COMPETENCE b. COMMUNICATION SKILLS
a. COMPETENCE b. PERSONAL SOCIAL SKILLS
a. COMMUNICATION SKILLS b. PERSONAL SOCIAL SKILLS

148. CONSTANTCONSTANT SUMSUM SCALESCALE:
THIS SCALE PROVIDES A BETTERA BETTER
PERSPECTIVE OF DISTANCEDISTANCE
BETWEEN THE POINTS ON A
CONTINUUM

149. WITH THIS TYPE OF SCALE, THEWITH THIS TYPE OF SCALE, THE
RESPONDENT IS ASKED TORESPONDENT IS ASKED TO
DIVIDEDIVIDE OR ALLOCATEALLOCATE
A NUMBER OF POINTS,A NUMBER OF POINTS,
PERCENTAGES,PERCENTAGES,
OR RUPEESOR RUPEES,,
USUALLY A TOTAL SUM OF 100,100,
TO INDICATEINDICATE THE RELATIVE IMPORTANCE
OF THE ATTITUDE BEING STUDIED

150. THE AMOUNTS THAT ARE ALLOCATED TO EACHTHE AMOUNTS THAT ARE ALLOCATED TO EACH
ALTERNATIVE INDICATES THEALTERNATIVE INDICATES THE
RANKSRANKS
ASSIGNED TO THEM BY THE RESPONDENTS,
BUT IT ALSO INDICATES THE AMOUNT OF
DIFFERENCEDIFFERENCE
THE RESPONDENTS SET BETWEEN EACHEACH
ALTERNATIVE

151. IMPORTANCE OF BATHING SOAP ATTRIBUTES USINGIMPORTANCE OF BATHING SOAP ATTRIBUTES USING
A CONSTANT SUM SCALEA CONSTANT SUM SCALE
INSTRUCTIONSINSTRUCTIONS
BELOW ARE THE EIGHT ATTRIBUTES OF BATHING SOAPS
PLEASE ALLOCATE 100 POINTS AMONG THE ATTRIBUTESPLEASE ALLOCATE 100 POINTS AMONG THE ATTRIBUTES
SO THAT YOUR ALLOCATION REFLECTS THE RELATIVESO THAT YOUR ALLOCATION REFLECTS THE RELATIVE
IMPORTANCE YOU ATTACH TO EACH ATTRIBUTEIMPORTANCE YOU ATTACH TO EACH ATTRIBUTE
THE MORE POINTS AN ATTRIBUTES RECEIVES, THE MORETHE MORE POINTS AN ATTRIBUTES RECEIVES, THE MORE
IMPORTANT IT ISIMPORTANT IT IS
IF AN ATTRIBUTE IS NOT AT ALL IMPORTANT, ASSIGN ITIF AN ATTRIBUTE IS NOT AT ALL IMPORTANT, ASSIGN IT
ZERO POINTSZERO POINTS
IF AN ATTRIBUTE IS TWICE AS IMPORTANT AS SOME OTHERIF AN ATTRIBUTE IS TWICE AS IMPORTANT AS SOME OTHER
ATTRIBUTE, IT SHALL RECEIVE TWICE AS MANY POINTSATTRIBUTE, IT SHALL RECEIVE TWICE AS MANY POINTS

152. AVERAGE RESPONSES OF THREE SEGMENTS
• ATTRIBUTE SEGMENT I SEGMENT II SEGMENT III
• MILDNESS 8 2 4
• LATHER 2 4 17
• SHRINKAGE 3 9 7
• PRICE 53 17 9
• FRAGRANCE 9 0 19
• PACKAGING 7 5 9
• MOISTURIZING 5 3 20
• CLEANING POWDER 13 60 15
• SUM 100 100 100

153. EXAMPLE:
IF YOU HAD Rs. 1000 TO ALLOCATE TO THE FOLLOWING
CHARITABLE ORGANIZATIONS,
HOW WOULD YOU ALLOCATE YOUR MONEY? YOU MAY
GIVE ALL YOUR RUPEES TO ANY ONE ORGANIZATION, BUT
YOUR TOTAL MUST ADD UP TO Rs. 1000
INDIAN RED CROSS ____________
INDIAN CANCER FOUNDATION____________
INDIAN SPASTIC SOCIETY ____________
CRY ____________
HEART CARE FOUNDATION ____________
OLD AGE HOME ____________

154. RANK ORDER SCALE:
IN THIS SCALE OF MEASUREMENT
THE RESEARCHER
USES RANKING QUESTIONSUSES RANKING QUESTIONS
AS THESE ARE CONSTRUED TO BE A FORM OFAS THESE ARE CONSTRUED TO BE A FORM OF
OPINION QUESTIONS IN WHICH RESPONDENT ISOPINION QUESTIONS IN WHICH RESPONDENT IS
ASKED TO RANKASKED TO RANK
COMPARATIVELYCOMPARATIVELY
THE ITEMS LISTEDTHE ITEMS LISTED

155. THESE ALLOW THE RESPONDENTS
TO
COMPARE THEIR OWN RESPONSESCOMPARE THEIR OWN RESPONSES
BY
INDICATING THEIR FIRST CHOICE, SECOND,INDICATING THEIR FIRST CHOICE, SECOND,
THIRD AND FOURTH PREFERENCES ANDTHIRD AND FOURTH PREFERENCES AND
SO FORTH,SO FORTH,
UNTIL ALL THE RESPONSES ARE PLACED INUNTIL ALL THE RESPONSES ARE PLACED IN
A RANK ORDERA RANK ORDER

156. RANK ORDER SCALING IS
COMMONLY USED TO MEASURE
PREFERENCES FOR BRANDS AS
WELL AS ATTRIBUTES

157. RANK ORDER DATA ARE
FREQUENTLY OBTAINED FROM
RESPONDENTS IN CONJOINTCONJOINT
ANALYSISANALYSIS BECAUSE RANK – ORDER
SCALING FORCES THE RESPONDENT
TO DISCRIMINATE AMONG THE
STIMULUS OBJECTS

158. EXAMPLE:
QUESTIONNAIRE SEEKING DATA FOR A STAFF EXECUTIVE JOB
DESCRIPTION
IN YOUR JOB YOU MAY PERFORM ANY OF THE SEVEN
ROLES LISTED HERE. CONSIDER HOW MUCH TIME YOU
SPEND IN EACH ROLE. THEN RANK THE ROLES FROM 1 TO 7
IN TIME SPENT ON EACH. WRITE A '1' AFTER THAT GIVEN
THE MOST TIME-- AND A '7' AFTER THE LEAST TIME.
COORDINATOR _______________________COORDINATOR _______________________
ENTREPRENEUR ________________________ENTREPRENEUR ________________________
EXPEDITER _______________________EXPEDITER _______________________
EXPERT _______________________EXPERT _______________________
FORECASTER _______________________FORECASTER _______________________
INNOVATOR _______________________INNOVATOR _______________________
INTEGRATORINTEGRATOR

159. EXAMPLE:EXAMPLE:
INSTRUCTIONS:INSTRUCTIONS:
 RANK THE VARIOUS BRANDS OF TOOTHPASTES IN ORDER OFRANK THE VARIOUS BRANDS OF TOOTHPASTES IN ORDER OF
PREFERENCEPREFERENCE
 BEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOSTBEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOST
ASSIGN IT A NUMBER 1ASSIGN IT A NUMBER 1
 THEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGNTHEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGN
IT A NUMBER 2IT A NUMBER 2
 CONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALLCONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALL
BRANDS OF TOOTHPASTE IN ORDER OF PREFERENCEBRANDS OF TOOTHPASTE IN ORDER OF PREFERENCE
 THE LEAST PREFERRED BRAND SHOULD BE ASSIGNED A RANKTHE LEAST PREFERRED BRAND SHOULD BE ASSIGNED A RANK
OF 10OF 10

160.  NO TWO BRANDS SHOULD RECEIVENO TWO BRANDS SHOULD RECEIVE
THE SAME RANKTHE SAME RANK
 THE CRITERION OF PREFERENCE ISTHE CRITERION OF PREFERENCE IS
ENTIRELY UP TO YOU. THERE IS NOENTIRELY UP TO YOU. THERE IS NO
RIGHT OR WRONG ANSWER. JUSTRIGHT OR WRONG ANSWER. JUST
TRY TO BE CONSISTENTTRY TO BE CONSISTENT

161. BRAND RANK ORDERBRAND RANK ORDER
COLGATE ________
CREST ________
AIM ________
CLOSE-UP ________
PEPSODENT ________
ULTRA BRITE ________
PLUS WHITE ________
STRIPE ________
GLEEM ________
MACLEANS ________

162. NON-COMPARATIVE SCALING
TECHNIQUES
ONE OF THE TWO TYPES OF SCALING
TECHNIQUES IN WHICH EACH
STIMULUS OBJECT IS SCALED
INDEPENDENTLY OF THE OTHER
OBJECT IN THE STIMULUS SET

163. THESE CONSIST OF
• CONTINUOUS RATING SCALES
• ITEMIZED RATING SCALES

164. CONTINUOUS RATING SCALE:CONTINUOUS RATING SCALE:
A SCALE MEASURE THAT USES A
SCALE POINT FORMAT THAT
PRESENTS THE RESPONDENT WITH
SOME TYPE OF
GRAPHIC CONTINUUMGRAPHIC CONTINUUM
AS THE SET OF POSSIBLE
RESPONSES TO A GIVEN QUESTION

165. IT IS ALSO REFERRED TO AS
GRAPHIC RATING SCALES

166. RESPONDENTS RATERATE THE OBJECTS
BY PLACINGPLACING A MARK AT THE
APPROPRIATE POSITIONPOSITION ON A LINE
THAT RUNS FROM ONE EXTREME OF
THE CRITERION VARIABLE TO THE
OTHER

167. THE RESPONDENTS ARE NOT
RESTRICTED TO SELECTING FROM
MARKS PREVIOUSLY SET BY THE
RESEARCHER

168. THE FORM OF THE CONTINUOUS SCALE
MAY VARY CONSIDERABLY:
• THE LINES MAY BE VERTICAL ORTHE LINES MAY BE VERTICAL OR
HORIZONTALHORIZONTAL
• SCALE POINTS IN THE FORM OF NUMBERSSCALE POINTS IN THE FORM OF NUMBERS
OR BRIEF DESCRIPTIONS MAY BEOR BRIEF DESCRIPTIONS MAY BE
PROVIDEDPROVIDED
• AND IF PROVIDED, SCALE POINTS MAY BEAND IF PROVIDED, SCALE POINTS MAY BE
FEW OR MANYFEW OR MANY

169. ONCE THE RESPONDENT HAS
PROVIDED THE RATINGS, THE
RESEARCHER DIVIDES THE LINE INTO
AS MANY CATEGORIESCATEGORIES AS DESIRED
AND ASSIGNS SCORESSCORES BASED ON
CATEGORIES INTO WHICH THE
RATINGS FALL

170. THESE SCORES ARE TREATED AS
INTERVALINTERVAL DATA

171. EXAMPLE:
HOW WOULD YOU RATE RELIANCE
RETAIL AS A DEPARTMENT STORE?
VERSION 1VERSION 1
PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST

172. VERSION 2VERSION 2
PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST
0 10 20 30 40 50 60 70 80 90 100

173. VERSION 3VERSION 3
VERY BAD NEITHER VERY GOOD
GOOD NOR
BAD
PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST
0 10 20 30 40 50 60 70 80 90 100

174. ITEMIZED RATING SCALE:ITEMIZED RATING SCALE:
THE ITEMIZED RATING SCALE IS,
PERHAPS, THE MOST FREQUENTLY
USED IN MARKETING RESEARCH
BECAUSE OF ITS
SIMPLICITYSIMPLICITY AND
ADAPTABILITYADAPTABILITY
TO MOST MEASUREMENT SITUATIONS

175. THIS FORM OF RATING SCALE
REQUIRES A RESPONDENT
TO INDICATE HIS OR HER ATTITUDETO INDICATE HIS OR HER ATTITUDE
BY SELECTING A POSITION ON ABY SELECTING A POSITION ON A
CONTINUUMCONTINUUM
THAT REFLECTS A RANGE OF
POSSIBLE VIEWSPOSSIBLE VIEWS
REGARDING AN OBJECT

176. THE VARIOUS POSITIONS ON THE
CONTINUUM ARE SET UP IN A
SEQUENTIAL ORDER
IN TERMS
OF THE SCALE POSITIONS
(IN OTHER WORDS, REPRESENTING(IN OTHER WORDS, REPRESENTING
THE DEGREE OF ATTITUDE HELD)THE DEGREE OF ATTITUDE HELD)

177. THE SCALE POSITIONS ARE CLEARLY
MARKED WITH A
DESCRIPTIVE STATEMENTDESCRIPTIVE STATEMENT
OF SOME KIND

178. TYPES OF ITEMIZED SCALES:TYPES OF ITEMIZED SCALES:
• SEMANTIC DIFFERENTIAL SCALE
• LIKERT SCALE
• STAPEL SCALE
• THURSTONE SCALE

179. SEMANTIC DIFFERENTIALSEMANTIC DIFFERENTIAL
SCALE:SCALE:
A UNIQUE BIPOLAR ORDINAL SCALE
FORMAT THAT CAPTURES A
PERSON’S ATTITUDES OR FEELINGS
ABOUT A GIVEN OBJECT

180. THIS TYPE OF SCALE IS UNIQUE IN
ITS USE OF BIPOLARBIPOLAR ADJECTIVES
AND ADVERBS (GOOD/BAD,
LIKE/DISLIKE,
COMPETITIVE/NONCOMPETITIVE,
HELPFUL/UNHELPFUL, ETC.)

181. IN SEMANTIC DIFFERENTIAL SCALE,
THE RESPONDENTS ARE ASKED TO
EXPRESS THEIR
FEELINGSFEELINGS
ABOUT WHATEVER BEING EVALUATED BY
RECORDING THEIR RESPONSES ON A SCALE OF
ADJECTIVESADJECTIVES
(SUCH AS STRONG -- MILD),
WHICH ARE PAIRED POLAR OPPOSITES

182. THE SEVEN SCALE POSITIONS ARE INTENDED TOTHE SEVEN SCALE POSITIONS ARE INTENDED TO
SIGNIFY:SIGNIFY:
1. EXTREMELY X
2. QUITE X
3. SLIGHTLY X
4. NEITHER X NOR Y; EQUALLY X AND EQUALLY Y
5. SLIGHTLY Y
6. QUITE Y
7. EXTREMELY Y

183. THIS SCALE TYPE IS BEST FOR
IDENTIFYING A
““PERCEPTUAL IMAGE PROFILE”PERCEPTUAL IMAGE PROFILE”
ABOUT THE OBJECT OR BEHAVIOR
OF CONCERN

184. INDIVIDUAL ITEMS ON A SEMANTIC
DIFFERENTIAL SCALE MAY BE
SCORED ON EITHER
• A +3 TO - 3
• OR A 1 TO 7 SCALE

185. THE RESULTING DATA ARE
COMMONLY ANALYZED THROUGH
PROFILE ANALYSIS

186. MEANSMEANS OR MEDIANMEDIAN VALUES ON EACH
RATING SCALE ARE CALCULATED
AND COMPAREDCOMPARED BY PLOTTING
STATISTICAL ANALYSIS

187. THIS HELPS DETERMINE OVERALL
DIFFERENCES AND SIMILARITIES
AMONG THE OBJECTS

188. TO ASSESS THE DIFFERENCESTO ASSESS THE DIFFERENCES
ACROSS THE SEGMENTS, THEACROSS THE SEGMENTS, THE
RESEARCHER CAN COMPARE MEANRESEARCHER CAN COMPARE MEAN
RESPONSES OF DIFFERENTRESPONSES OF DIFFERENT
SEGMENTSSEGMENTS

189. IN CASES WHERE THE RESEARCHER
REQUIRES AN OVERALL
COMPARISON OF OBJECTS, SUCH AS
TO DETERMINE STORE
PREFERENCES, THE INDIVIDUAL
ITEMS ARE SUMMEDSUMMED TO ARRIVE AT
TOTAL SCORE

190. IT IS WIDELY USED IN COMPARINGCOMPARING
• BRANDSBRANDS
• PRODUCTSPRODUCTS
• COMPANY IMAGESCOMPANY IMAGES
• DEVELOP ADVERTISING ANDDEVELOP ADVERTISING AND
PROMOTIONAL STRATEGIESPROMOTIONAL STRATEGIES
• NEW – PRODUCT DEVELOPMENTNEW – PRODUCT DEVELOPMENT
STUDIESSTUDIES

191. EXAMPLE:
THIS PART OF THE STUDY MEASURES
WHAT CERTAIN DEPARTMENTWHAT CERTAIN DEPARTMENT
STORES MEAN TO YOUSTORES MEAN TO YOU
BY HAVING YOU JUDGE THEM ON A SERIESBY HAVING YOU JUDGE THEM ON A SERIES
OF DESCRIPTIVE SCALES BOUNDED ATOF DESCRIPTIVE SCALES BOUNDED AT
EACH END BY ONE OF TWOEACH END BY ONE OF TWO BIPOLARBIPOLAR
ADJECTIVESADJECTIVES

192. • PLEASE MARK (X) THE BLANK THATPLEASE MARK (X) THE BLANK THAT
BEST INDICATE HOW ACCURATELYBEST INDICATE HOW ACCURATELY
ONE OR THE OTHER ADJECTIVEONE OR THE OTHER ADJECTIVE
DESCRIBES WHAT THE STORE MEANSDESCRIBES WHAT THE STORE MEANS
TO YOUTO YOU
• PLEASE BE SURE TO MARK EVERYPLEASE BE SURE TO MARK EVERY
SCALE, DO NOT OMIT ANY SCALESCALE, DO NOT OMIT ANY SCALE

193. FORM
HARRODS IS:
POWERFUL -- -- -- -- -- -- --WEAK
UNRELIABLE -- -- -- -- -- -- --RELIABLE
MODERN -- -- -- -- -- -- --OLD
FASHIONED
COLD -- -- -- -- -- -- --WARM
CAREFUL -- -- -- -- -- -- --CARELESS

194. THE ACTUAL DESIGN OF A SEMANTIC
DIFFERENTIAL SCALE CAN VARY
FROM SITUATION TO SITUATION

195. IF A RESEARCHER IS INTERESTED IN
DEVELOPING A CREDIBILITY SCALE
THAT COULD BE USED BY REVLON
TO ASSESS THE CREDIBILITY OF
SUSHMITA SEN AS A
SPOKESPERSON IN TV OR PRINT
ADVERTISEMENTS FOR REVLON
BRANDS OF GROOMING PRODUCTS

196. THE RESEARCHER DETERMINES
THAT THE CREDIBILITY CONSTRUCT
CONSISTS OF THREE FACTORS
• EXPERTISEEXPERTISE
• TRUSTWORTHINESSTRUSTWORTHINESS
• ATTRACTIVENESSATTRACTIVENESS

197. WITH EACH FACTOR MEASURED
USING A SPECIFIC SET OF FIVE
BIPOLAR SCALESBIPOLAR SCALES

198. EXAMPLE OF SEMANTICEXAMPLE OF SEMANTIC
DIFFERENTIAL SCALE FORMAT FORDIFFERENTIAL SCALE FORMAT FOR
SUSHMITA SEN AS A CREDIBILITYSUSHMITA SEN AS A CREDIBILITY
SPOKESPERSONSPOKESPERSON

199. NOW WITH RESPECT TO SUSHMITA SENSUSHMITA SEN AS THE
SPOKESPERSON FOR REVLON GROOMING PRODUCTS,
WE WOULD LIKE TO KNOW YOUR OPINION ABOUT THE
 EXPERTISE,EXPERTISE,
 TRUSTWORTHINESS,TRUSTWORTHINESS,
 AND ATTRACTIVENESSAND ATTRACTIVENESS
THAT YOU BELIEVE SHE BRINGS TO THE ADVERTISEMENT
EACH DIMENSION HAS FIVE FACTORS THAT MAY OR MAYEACH DIMENSION HAS FIVE FACTORS THAT MAY OR MAY
NOT REPRESENT YOUR OPINIONNOT REPRESENT YOUR OPINION

200. FOR EACH LISTED FACTOR, PLEASEFOR EACH LISTED FACTOR, PLEASE
CHECK THE POINT THAT BESTCHECK THE POINT THAT BEST
EXPRESSES YOUR OPINION ABOUTEXPRESSES YOUR OPINION ABOUT
THE FACTORTHE FACTOR

201. EXPERTISE:EXPERTISE:
1 2 3 4 5 6 7
KNOWLEDGEABLEKNOWLEDGEABLE UNKNOWLEDGEABLEUNKNOWLEDGEABLE
EXPERTEXPERT NOT AN EXPERTNOT AN EXPERT
SKILLEDSKILLED UNSKILLEDUNSKILLED
QUALIFIEDQUALIFIED UNQUALIFIEDUNQUALIFIED
EXPERIENCEDEXPERIENCED INEXPERIENCEDINEXPERIENCED

202. TRUST WORTHINESSTRUST WORTHINESS
1 2 3 4 5 6 7
RELIABLERELIABLE UNRELIABLEUNRELIABLE
SINCERESINCERE INSINCEREINSINCERE
TRUSTWORTHYTRUSTWORTHY UNTRUSTWORTHYUNTRUSTWORTHY
DEPENDABLEDEPENDABLE UNDEPENDABLEUNDEPENDABLE
HONESTHONEST DISHONESTDISHONEST

203. ATTRACTIVENESSATTRACTIVENESS
1 2 3 4 5 6 7
SEXYSEXY NOT SEXYNOT SEXY
BEAUTIFULBEAUTIFUL UGLYUGLY
ATTRACTIVEATTRACTIVE UNATTRACTIVEUNATTRACTIVE
CLASSYCLASSY NOT CLASSYNOT CLASSY
ELEGANTELEGANT PLAINPLAIN

204. EXAMPLE:
A SEMANTIC DIFFERENTIAL SCALE
FOR MEASURING
• SELF CONCEPTS
• PERSON CONCEPTS
• PRODUCT CONCEPTS

205. RUGGEDRUGGED DELICATEDELICATE
EXCITABLEEXCITABLE CALMCALM
UNCOMFORTABLEUNCOMFORTABLE COMFORTABLECOMFORTABLE
DOMINATINGDOMINATING SUBMISSIVESUBMISSIVE
THRIFTYTHRIFTY INDULGENTINDULGENT
PLEASANTPLEASANT UNPLEASANTUNPLEASANT
CONTEMPORARYCONTEMPORARY NON-CONTEMPORARYNON-CONTEMPORARY

206. ORGANIZEDORGANIZED NO-ORGANIZEDNO-ORGANIZED
RATIONALRATIONAL EMOTIONALEMOTIONAL
YOUTHFULYOUTHFUL MATUREMATURE
FORMALFORMAL INFORMALINFORMAL
ORTHODOXORTHODOX LIBERALLIBERAL
COMPLEXCOMPLEX SIMPLESIMPLE
COLORLESSCOLORLESS COLORFULCOLORFUL
MODESTMODEST VAINVAIN

207. EXAMPLE Contd…
INDICATE YOUR IMPRESSION OF
BUKHARA RESTAURANTBUKHARA RESTAURANT BY
CHECKING THE LINE
CORRESPONDING TO YOUR OPINION
FOR EACH PAIR OF DESCRIPTORS

208. Convenient locationConvenient location inconvenient locationinconvenient location
High pricesHigh prices low priceslow prices
For meFor me not for menot for me
Warm atmosphereWarm atmosphere cold atmospherecold atmosphere
Wide menuWide menu limited menulimited menu
Fast serviceFast service slow serviceslow service
High quality foodHigh quality food low quality foodlow quality food
A special placeA special place an every day placean every day place

209. A SURVEY CAN BE ORGANIZED
WHERE IN RESPONDENTS COULD BE
ASKED TO GIVE THEIR OPINION ON
THESE PARAMETERS FOR A SET OF
RESTAURANTS– LET US SAY
FRONTIERFRONTIER
TO BE COMPARED WITH
BUKHARABUKHARA

210. A PERCEPTUAL DIAGRAM CAN BEA PERCEPTUAL DIAGRAM CAN BE
CONSTRUCTED THAT COULD GIVE USCONSTRUCTED THAT COULD GIVE US
AS TOAS TO
HOWHOW
THE TWO RESTAURANTS ARETHE TWO RESTAURANTS ARE
PERCEIVED BY THE RESPONDENTSPERCEIVED BY THE RESPONDENTS

211. Image Profile of Commuter Airlines versus Major AirlinesImage Profile of Commuter Airlines versus Major Airlines
Source: J. Richard Jones and Sheila I. Cocke, “A Performance Evaluation of Commuter Airlines: The Passengers’
View,” Proceedings: Transportation Research Forum 22 (1981), p. 524. Reprinted with permission.

212. BRAND PROFILING – CAR CARE

213. A SIMILAR STUDY COULD BEA SIMILAR STUDY COULD BE
DESIGNED FOR IA ANDDESIGNED FOR IA AND
TRACKINGTRACKING
COULD BE UNDERTAKEN ON A REGULARCOULD BE UNDERTAKEN ON A REGULAR
INTERVAL - SAY AFTER EVERY THREEINTERVAL - SAY AFTER EVERY THREE
MONTHS- TO HAVE A BETTERMONTHS- TO HAVE A BETTER
UNDERSTANDING OF THE IA’S FLYERSUNDERSTANDING OF THE IA’S FLYERS

214. EXAMPLE:
 THE QUALITY OF FOOD
 CHECK IN FACILITIES
 CABIN CREW’S RESPONSE TIME
ETC.
CAN BE EVALUATED USING THIS
TECHNIQUE

215. A SAMPLE OF FLIERS CAN BE
REQUESTED TO RATE THE FOOD
QUALITY ON A SCALE OF 1
(EXTREMELY POOR) TO 7
(EXTREMELY GOOD)
THIS CAN BE COMPARED WITH THEIR
PERCEPTION OF IA’S COMPETITOR

216. THIS COULD BECOME A RELEVANT
INPUT IN DECISION MAKING PROCESS
FOR THE IA MANAGEMENT TO
IMPROVE ITS BRAND IMAGE

217. LIKERT SCALE
AN ORDINAL SCALE FORMAT THAT ASKS
THE RESPONDENTS TO INDICATE
THE EXTENT TO WHICH
THEY AGREE OR DISAGREEAGREE OR DISAGREE
WITH A SERIES OF
MENTALMENTAL BELIEF OR BEHAVIORALBEHAVIORAL BELIEF
STATEMENTS ABOUT A GIVEN OBJECT

218. THIS SCALE WAS DEVELOPED BYTHIS SCALE WAS DEVELOPED BY
RENSIS LIKERT AND IS WIDELY USEDRENSIS LIKERT AND IS WIDELY USED
RATING SCALERATING SCALE

219. IN THE LIKERT SCALE, THE MATTER
OF CHOOSING
OPPOSITE ADJECTIVESOPPOSITE ADJECTIVES
IS AVOIDEDIS AVOIDED
RATHER, IT MAKES A STATEMENT OR POSES ONE
DESCRIPTION
(OR ADJECTIVE) FOR WHATEVER IS BEING
EVALUATED

220. THE RESPONDENT IS THEN GIVEN A
SCALE WHOSE POSITION RANGE
FROM
““STRONGLY AGREE"STRONGLY AGREE"
TOTO
““STRONGLY DISAGREE"STRONGLY DISAGREE"

221. THEY ARE ALSO CALLED SUMMATEDSUMMATED
SCALESSCALES BECAUSE THE SCORES ON
THE INDIVIDUAL ITEMS ARE SUMMED
TO PRODUCE A TOTAL SCORETOTAL SCORE FOR
THE RESPONDENT

222. A LIKERT SCALE USUALLY CONSISTS
OF TWO PARTS:
• ITEM PARTITEM PART
• EVALUATIVE PARTEVALUATIVE PART

223. THE ITEM PART IS ESSENTIALLY ATHE ITEM PART IS ESSENTIALLY A
STATEMENT ABOUT A CERTAINSTATEMENT ABOUT A CERTAIN
PRODUCTPRODUCT
EVENTEVENT
OR ATTITUDEOR ATTITUDE

224. THE EVALUATIVE PART IS A LIST OF
RESPONSE CATEGORIES RANGING
FROM “STRONGLY AGREE” TO
“STRONGLY DISAGREE”

225. AN IMPORTANT ASSUMPTION OF THIS
METHOD IS THAT EACH OF THE ITEMS
(STATEMENTS) MEASURES SOME
ASPECT OF SINGLE COMMONSINGLE COMMON
FACTORFACTOR

226. OTHERWISE, THE ITEMS CANNOT
LEGITIMATELY BE SUMMED
IN OTHER WORDS,
THE RESULTING SCALE IS UNIUNI
DIMENSIONALDIMENSIONAL

227. TO CONDUCT THE ANALYSIS, EACH
STATEMENT IS ASSIGNED A
NUMERICAL SCORE, RANGING
EITHER FROM -2 TO +2 OR 1 TO 5

228. THE ANALYSIS CAN BE CONDUCTED
ON:
• AN ITEM BY ITEM BASIS (PROFILEAN ITEM BY ITEM BASIS (PROFILE
ANALYSIS)ANALYSIS)
• OR A TOTAL (SUMMATED) SCOREOR A TOTAL (SUMMATED) SCORE
CAN BE CALCULATED FOR EACHCAN BE CALCULATED FOR EACH
RESPONDENT BY SUMMING UPRESPONDENT BY SUMMING UP
ACROSS ITEMSACROSS ITEMS

229. EXAMPLE:EXAMPLE:
LET US LOOK AT A SET OF TEN
STATEMENTS WHICH REFLECT THE
ATTITUDE OF AN INDIAN AIRLINES
FLYER
WE LIKE TO EVALUATE THESE
STATEMENTS IN TERMS OF FLYER’
PERCEPTION ABOUT INDIAN AIRLINES

230. EACH STATEMENT SHALL BE EVALUATEDEACH STATEMENT SHALL BE EVALUATED
ON A SCALE OF 1 TO 5ON A SCALE OF 1 TO 5
1-STRONGLY DISAGREE
2-DISAGREE
3-NEITHER AGREE NOR DISAGREE
4-SOMEWHAT AGREE
5-STRONGLY AGREE

231. • IA IS ALWAYS ON TIMEIA IS ALWAYS ON TIME
• THE SEATS ARE VERYTHE SEATS ARE VERY
COMFORTABLECOMFORTABLE
• I LOVE THE FOOD THEY PROVIDEI LOVE THE FOOD THEY PROVIDE
• THEIR AIR HOSTESSES ARE VERYTHEIR AIR HOSTESSES ARE VERY
BEAUTIFULBEAUTIFUL
• MY BOSS/FRIEND FLIES WITH IAMY BOSS/FRIEND FLIES WITH IA

232. • IA HAS YOUNGER AIRCRAFTSIA HAS YOUNGER AIRCRAFTS
• I GET ADVANTAGE OF FREQUENT FLIERI GET ADVANTAGE OF FREQUENT FLIER
PROGRAMPROGRAM
• IT(THE FLIGHT TIMING) SUITS MYIT(THE FLIGHT TIMING) SUITS MY
SCHEDULESCHEDULE
• MY WIFE/MOM FEELS SAFE WHEN I FLY IAMY WIFE/MOM FEELS SAFE WHEN I FLY IA
• FLYING IA COMPLEMENTS MY LIFE STYLEFLYING IA COMPLEMENTS MY LIFE STYLE
AND SOCIAL STANDING IN THE SOCIETYAND SOCIAL STANDING IN THE SOCIETY

233. A SAMPLE OF FLYERS CAN BE
REQUESTED TO BE A PART OF
SURVEY WHERE IN EACH OF THE
FLYER SHALL EVALUATE EACH
STATEMENT AND ASSIGN A VALUE
RANGING FROM 1 TO 5 DEPENDING
UPON HIS AGREEING OR
DISAGREEING WITH THE STATEMENT

234. THEN A SCORE CAN BE ARRIVED AT
FOR
- EACH INDIVIDUALEACH INDIVIDUAL
- AND TOTAL SCORE GIVEN TO EACHAND TOTAL SCORE GIVEN TO EACH
STATEMENT BY FLIERSSTATEMENT BY FLIERS

235. AND THE STATEMENTS HAVING
LOWER/ HIGHER SCORE REFLECT
THE PERCEPTION OF THE FLYER
ABOUT THE IA
ACCORDINGLY IA CAN REPOSITION IT
SELF VIS A VIS ITS COMETITORS

236. STAPEL SCALE:
THE STAPEL SCALE IS A
SIMPLIFICATION OF THE SEMANTIC
DIFFERENTIAL
DEVELOPED BY JAN STAPEL

237. UNIPOLAR SCALE WITH 10 CATEGORIES
NUMBERED FROM - 5 TO +5, WITHOUT A
NEUTRAL POINT (ZERO),
WITH VALUES PROGRESSIONS RANGING
FROM POSITIVE TO NEGATIVE WHICH
MEASURE DIRECTION AND INTENSITY
SIMULTANEOUSLY

238. USUALLY PRESENTED VERTICALLY
RESPONDENTS ARE ASKED TO
INDICATE THE OBJECT BY
SELECTING A NUMERICAL RESPONSE
CATEGORY

239. THE HIGHER THE POSITIVE SCORE,
THE BETTER THE ADJECTIVE
DESCRIBES THE OBJECT

240. THE MAIN VIRTUE OF THIS SCALE IS
THAT IT IS EASY TO ADMINISTER AND
CONSTRUCT BECAUSE THERE IS NO
NEED TO PROVIDE ADJECTIVES OR
PHRASES TO ASSURE BI-POLARITYBI-POLARITY

241. A Stapel Scale for Measuring a Store’s ImageA Stapel Scale for Measuring a Store’s Image
Source: Dennis Menezes and Norbert F. Elbert, “Alternative Semantic Scaling
Formats for Measuring Store Image: An Evaluation,” Journal of Marketing Research,
February 1979, pp. 80–87. Reprinted by permission of the American Marketing
Association.

242. EXAMPLE:EXAMPLE:
APPLICATION OF STAPEL SCALE FOR THE RETAIL STOREAPPLICATION OF STAPEL SCALE FOR THE RETAIL STORE
IMAGE STUDYIMAGE STUDY
+5 +5 +5
+4 +4 +4
+3 +3 +3
+2 +2 +2
+1 +1 +1
WIDEWIDE LESSERLESSER HIGHHIGH
SELECTIONSELECTION KNOWNKNOWN QUALITYQUALITY
BRANDBRAND
- 1 - 1 - 1
- 2 - 2 - 2
- 3 - 3 - 3
- 4 - 4 - 4
- 5 - 5 - 5
_____________________________________________

243. EXAMPLE : BANK STUDYEXAMPLE : BANK STUDY
-5 -4 -3 -2 -1 +1 +2 +3 +4 +5
SERVICE IS COURTEOUS
LOCATION IS CONVENIENT
HOURS ARE CONVENIENT
LOAN INTERSET RATES ARE HIGH

244. Summary of Advantages and Disadvantages of Rating ScalesSummary of Advantages and Disadvantages of Rating Scales

245. SORTING
Sorting Tasks
– Require that respondents indicate their attitudes or beliefs by arranging
items on the basis of perceived similarity or some other attribute.
Example:
Here is a sheet that lists several airlines. Next to the name of each airline is a pocket.
Here are ten cards. I would like you to put these cards in the pockets next to the
airlines you would prefer to fly on your next trip. Assume that all of the airlines fly to
wherever you would choose to travel. You can put as many cards as you want next
to an airline, or you can put no cards next to an airline.
Cards
American Airlines_____
Delta Airlines _____
United Airlines _____
Southwest Airlines_____
Northwest Airlines_____