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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.
 Amity Business School

Several measurable responses can offer

clues about people’s attitudes:
1.Self reporting (more straight
forward than other)
2. Observing overt Behavior
3.Analysing Reactions to partially
structured stimuli
4.Monitoring Physiological responses.
 Amity Business School

• 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
 Amity Business School

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
 Amity Business School

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 Amity Business School

Comparative scales involve the direct

comparison of stimulus object
NON COMPARATIVE SCALES Amity Business School

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 Amity Business School

scales

I. Likert scale
II. Semantic differential scale
III. Staple scale
 Amity Business School

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 Amity Business School

scales:

• Semantic differential scale

• Likert scale
• Stapel scale
 Amity Business School

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
 Amity Business School

STAPLE SCALE

• Only one word or phrase is used

• Numbers are assigned (generally a ten-
point scale is used)
• Illustration:
+1 +1 +1 +1
Sweet Tasty Satisfying Expensive
-1 -1 -1 -1
 EXAMPLE : BANK STUDY
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-5 -4 -3 -2 -1 +1 +2 +3 +4 +5

Service is courteous

Location is convenient

Hours are convenient

Loan interset rates are high

 Amity Business School

LIKERT SCALE
 LIKERT SCALE Amity Business School

• 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
 Amity Business School

They arescale
A likert also called
usuallysummated scales
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
 Amity Business School

The evaluative part is a list of response

categories ranging from “strongly
agree” to “strongly disagree”