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Classes of variables
The nature of a variable plays a key role
in determining the most powerful scale on
which it can be measured meaningfully.

Variables in survey

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Four categories
Attributes
Behaviour,
Beliefs
Attitudes

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IMPORTANT NOTE:
Attitude measurement as whole is indirect
Attitudes can only be inferred and cannot
be ascertained.

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Several measurable responses can offer

clues about peoples attitudes:

1.Self reporting (more straight

forward than other)
2. Observing overt Behavior
3.Analysing Reactions to partially
structured stimuli
4.Monitoring Physiological responses.

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Rating scales can take variety of physical

forms
Graphic vs. Itemized
Comparative vs. non- comparative
Forced vs. Non Forced response choices
Balanced vs. unbalanced response choices

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GRAPHIC RATING SCALE:

Also referred to as continuous ratings
Respondents place a mark on the continuum
that reflects their attitude
Variations of presentation
Interval data
Seldom used
Not very reliable: less educated have difficulty in
conceptualization

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ITEMIZED RATING SCALE

Finite number of choices
Each choice has a number or description
associated with it
Can be filled in short time
Analysis is very easy
Also known as satisfaction scales.
Very satisfied
quite satisfied somewhat
satisfied Not at all satisfied.

The comparative scales

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Comparative scales involve the direct

comparison of stimulus object

NON COMPARATIVE SCALES

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Non-comparative scales refer to a scale

format that requires a judgment
without reference to another object,
person, or concept

Types of comparative scales

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Paired comparison
Rank order
Constant sum

Types of non- comparative

scales

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I. Likert scale
II. Semantic differential scale
III. Staple scale

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RANK ORDER ORDINAL SCALE

The ranking of certain attributes/benefits as deemed important is
obtained through this scale.
Rank the following attributes on a scale of 1-5 according to their
importance to a washing machine.

Company image
Functions
Price
Comfort
Design
Mode median can be calculated for analysis

Types of Non Comparitive

scales:

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Semantic differential scale

Likert scale
Stapel scale

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SEMANTIC DIFFERENTIAL
Special type of graphic rating scale, semantic
differential, has come to be used widely in marketing
research.
It is a five point or seven point itemized ordinal scale
Dichotomous (opposite) pairs of descriptive words or
phrases representing the two extremes
Extreme points are meant to be strongly or extremely

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STAPLE SCALE
Only one word or phrase is used
Numbers are assigned (generally a tenpoint scale is used)
Illustration:
+1
Sweet
-1

+1
Tasty
-1

+1
Satisfying
-1

+1
Expensive
-1

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EXAMPLE : 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

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LIKERT SCALE

LIKERT SCALE

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An ordinal scale format that asks the

respondents to indicate
the extent to which
they agree or disagree
with a series of
mental belief or behavioral belief
statements about a given object

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This scale was developed by Rensis Likert

and is widely used rating scale

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They
arescale
also called
scales
A likert
usuallysummated
consists of
two
because
parts: the scores on the individual
items are summed to produce a total
score for the respondent
Item part
Evaluation part

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The Item part is essentially a statement

about a certain
Product
Event
Or Attitude

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The evaluative part is a list of response

categories ranging from strongly
agree to strongly disagree