Primary Scales of Measurement
N ominal
O rdinal
I nterval
R atio
Table 7.2 Primary Scales of Measurement
Non-Comparative Scaling Techniques
Continuous rating scale
Ü Respondents rate objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.
Ü Interval data
Ü Easy to construct but scoring is cumbersome and unreliable
To what extent do you involve your children in family decision making?
Not at all Extremely involved
1 2 3 4 5 6 7 8 9 10
Alternatively, mark with an X
Non-Comparative Scaling Techniques cont.
Non-Comparative Scaling Techniques cont.
Likert Scale
Ü Respondents indicate a degree of agreement or disagreement [5 response alternatives] with each of a series of statements about a stimulus object
Non-Comparative Scaling Techniques cont.
Semantic differential Scale
Ü Seven point rating scale with end points associated with bipolar labels that have semantic meaning
Ü Used in comparing brand, product and company images
Please evaluate the quality of Australian designed cars by placing an X on the blank that best indicates your feelings
Unimaginative _ _ _ _ _ _ _ _ Creative
Unattractive _ _ _ _ _ _ _ _ Attractive
Obsolete _ _ _ _ _ _ _ _ State-of-the-art
Inefficient _ _ _ _ _ _ _ _ Efficient
Common _ _ _ _ _ _ _ _ Exclusive
Poor Performance _ _ _ _ _ _ _ _ Excellent Performance
Inferior Product design _ _ _ _ _ _ _ _ Superior Product Design
Non-Comparative Scaling Techniques cont.
Stapel Scale
Ü Unipolar rating scale with 10 categories without a neutral point
Ü Respondents indicate by selecting an appropriate numerical response category how accurately or inaccurately each term describes the objects
Ü No need to pre-test adjectives