Nominal Scale Nominal scales focus on only requiring a respondent to provide some type of descriptor as the raw response

Example. Please indicate your current martial status. __Married __ Single __ Single, never married __ Widowed Ordinal Scale Ordinal scales allow the respondent to express relative magnitude between the raw responses to a question Example. Which one statement best describes your opinion of an Intel PC processor? __ Higher than AMDs PC processor __ About the same as AMDs PC processor __ Lower than AMDs PC processor Interval scales Interval scales demonstrate the absolute differences between each scale point Example. How likely are you to recommend the Santa Fe Grill to a friend? Definitely will not Definitely will 1234567 Ratio scales allow for the identification of absolute differences between each scale point, and absolute comparisons between raw responses Example 1. Please circle the number of children under 18 years of age currently living in your household. 0 1 2 3 4 5 6 7 (if more than 7, please specify ___.)

likert scale A likert scale is an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral belief statements about a given object

semantic differential scale A semantic differential scale is unique bipolar ordinal scale format that captures a persons attitudes and/or feelings about a given object

behavioral intention scale A behavioral intention scale is a special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame

 Noncomparative Rating Scales format that requires a judgment without reference to another object, person, or concept Comparative Rating Scales format that requires a judgment comparing one object, person, or concept against another on the scale