1.1.

Thurstone Scale
It is one of the Multi Item Scales developed by L.L. Thurstones method of Equal Appearing Intervals on the concept that, even though people could not assign quantitative measures to their own attitudes, they could tell the difference between the attitude represented by two different statements and could identify items that were approximately halfway between the two. The procedure is as follows 1. Collect a large number of statements (perhaps as may as several hundred) related to the attitude in question 2. Have a number of judges (perhaps 20 or more) sort the statements independently into 11 piles that vary from the most favorable statement to neutral statements to most unfavorable statements. 3. Study the frequency distribution of ratings for each statement and eliminate those statements that the different judges have given widely scattered ratings that are in a number of different piles 4. Determine the scale value of each of the remaining statements that is, the number of the pile in pile in which the median of the distribution falls 5. Select one of the two statements from each of the 11 piles for the final scale. Those statements with the narrowest range of rating are preferred as the most reliable. 1.1.1. Advantages It is important to note that there are 11 attitude positions because in a scale with odd number of parameters, it is easier to identify a neutral position. 1.1.2. Disadvantages 1. Thurstone scales are not widely used for Marketing Research because the are time consuming during preparation 2. The ratings may be influenced by the Judges personal attitude 3. Different individuals can obtain exactly the same score from agreeing with quite different items. 4. It does not obtain information about the intensity of agreement with the ratings

1.2. Likert Scale

These scales are sometimes referred to as summated scales. It requires a respondent to indicate a degree of agreement or disagreement with each of a series of statements related to the attitude object. For Example: The service at a retail store is very important to me: ____ Strongly Agree ____ Agree ____ Neither Agree nor Disagree ____ Disagree ____ Strongly Disagree To analyze a Likert Scale, each response category is assigned a numerical value. These examples could be assigned values such as Strongly Agree=1, through Strongly Disagree=5 or the scoring could be reversed., or a 2 through +2 system could be used. They can be analyzed on an item-by-item basis, or they can be summed to form a single score for each individual.

1.2.1. Advantages 1. It is relatively easy to construct and administer. 2. Instructions that accompany the scale are easily understood; hence it can be used for mail surveys and interviews with children. 1.2.2. Disadvantages 1. It takes a longer time to complete as compared to Semantic Differential Scales, etc. 2. Care needs to be taken when using Likert Scales in cross cultural research, as there may be cultural variations in willingness to express disagreement.

Semantic Differential Scale

 It is a special type of graphic scale, which is increasingly being used, in marketing research.  It establishes a connection between the brand and company image studies and also permits the development of descriptive profiles that facilitates comparison of competitive items.  The unique characteristics of semantic differential is the use of bipolar scales to rate any product, company or concept of interest.  Respondents are given a group of these scales and asked to check on each one point that indicates their opinion of the subject in question.  Each scales consist of two opposing adjectives such as good/bad, clean/dirty, most popular/ least popular, etc. which are separated by a continuum divided into seven segments.  Respondents are asked to check the segment that represents the degree of the characteristics involved that most closely coincided with their opinion of the product or item being rated.  It is best when used for image descriptive purposes and is not recommended for overall attitude measurement.  The advantage of using semantic differential is its simplicity, while producing results comparable with those of the more complex scaling methods  The method is easy and fast to administer, but it is also sensitive to small differences in attitude, highly versatile, reliable and generally valid. For e.g.: 1. Perception of national brands and private brands: High quality Lower price Higher value Attractive Packaging 3 3 3 3 2 2 2 2 1 1 1 1 0 0 0 0 1 1 1 1 2 2 2 2 3 3 3 3 Low quality High price Low value Unattractive Packaging