1.

The following scale was used in a recent study to measure attitude towards new technology: please tell me how much you agree or disagree with the following statement as they describe how you view new technology. Use a scale of 1 to 5, where 1 = strongly disagree and 5 = strongly agree. (Roll No 16, 18, 20, 22, 24, 26, 28) Items I am a person who avoids new technology. I am a technology buff who keeps up with the latest equipment. I take a ³wait-and-see´ approach to new technology until it is proven. I¶m the kind of person friends turn to for advice on buying on new technology.

a. How would you score this scale to measure the attitudes toward new technology? b. Develop an equivalent semantic differential scale to measure attitudes toward new technology? c. Develop an equivalent Staple scale to measure attitudes toward new technology? d. Which scale form is most suited for telephone survey?
Solution: a) Likert scale is used here for measurement of attitude toward new technology, it is a good choice as it is easy to construct and administer. Instructions will be quite simple so it can be used for mail surveys and even surveys of children s. Problem with this design is that it will take longer time to complete as compared to semantic differential scale and care to be taken in case of cross cultural differences as there may be cultural variation in willingness to express disagreement. b) Semantic differential scale We can develop seven point scales as: 1) What is your preference for purchasing a new technology product? Like 3 2 1 0 -1 -2 -3 dislike 2) How latest technology product as soon as they are available in market appeals to you for buying them instantly? Attractive 3 2 1 0 -1 -2 -3 unattractive

stage likert scale is the best option. .c) Staple scale: we can develop 10 point unipolar scale as follow: 1) What is your preference for purchasing a new technology product? +5 +4 +3 +2 +1 Highly motivated -1 -2 -3 -4 -5 2) How latest technology product as soon as they are available in market appeals to you for buying them instantly? +5 +4 +3 +2 +1 Highly attractive -1 -2 -3 -4 -5 d) Likert scale will be best suitable for telephonic interview in fact more preciously we can say that 2.

33. Items 1) I think internet is not a useful source of general information? . 6. Likert scale: please tell me how much you agree or disagree with the following statement as they describe how your view toward internet as source of general information. 14.e. air India and jet airways and city as jaipur Staple scale (can be designed for other attributes also. 4. 1. 8. 29. 2. 30. here I am taking the behavioral and cognitive component of the problem for developing scale. a semantic differential and a Staple scale for measuring the attitude of students toward the internet as a source of general information. one example is given here) How you evaluate Indian airlines facilities are over jet airways in flights to jaipur? +5 +4 +3 +2 +1 High quality -1 -2 -3 -4 -5 Semantic differential scale: How you evaluate Indian airlines journey over jet airways in flights to jaipur? Attractive 7 6 5 4 3 2 1 unattractive. (Roll No. (Roll No.2. Develop a Likert. Use a scale of 1 to 5. where 1 = strongly disagree and 5 = strongly agree. 37) Solution: we take two airline i. 32. 31. 36) Solution : it can be developed for various items corresponding to ABC components of attitude . Develop a staple and semantic differential scale to measure the images of two major airlines that fly to your city. 34. 35.

magazine and newspapers rather than internet surfing for my general awareness? 3) I am not comfortable with use of internet surfing with computer for information gathering? Semantic differential scale: 1) How you evaluate internet as source of information? Best 3 2 1 0 -1 -2 -3 worst 2) How you feel about internet in comparison to books. magazine and newspapers for improving your general awareness? +5 +4 +3 +2 +1 Highly informative .2) I like to read books. magazine and newspapers for improving your general awareness? Attractive 3 2 1 0 -1 -2 -3 unattractive Staple scale : 1) How you evaluate internet as source of information? +5 +4 +3 +2 +1 Very useful -1 -2 -3 -4 -5 2) How you feel about internet in comparison to books.

-1 -2 -3 -4 -5 3. 17. 15. (Roll No. 27) Solution: here I am choosing Castrol brand lubricants as my product Likert scale: please tell me how much you agree or disagree with the following statement as they describe your preference toward the particular lubricant brand. Items 1) I never use Castrol lubricants in my vehicle? 2) I feel Castrol is very expensive brand and is not meant for me? 3) I feel the Castrol delivers vehicle best performance compared to any other brand? 4) I normally suggest my friends for using Castrol lubricants? Semantic differential scale: 1) How you evaluate Castrol as an lubricant brand? Best 3 2 1 0 -1 -2 -3 worst 2) How frequently you use Castrol in your vehicle? Always 3 2 1 0 -1 -2 -3 never . 25. 23. Use a scale of 1 to 5. a semantic differential and a Staple scale for measuring consumer preference for petroleum products (choose any product). 21. where 1 = strongly disagree and 5 = strongly agree. Develop a Likert. 19.

The interviews would be . You work in the marketing research department of a firm specializing in developing decision support systems (DSS) for the health care industry. Your firm would like to measure the attitudes of hospital administrators toward DSS.3) How you suggest Castrol brand lubricant to your friends? good 3 2 1 0 -1 -2 -3 bad Staple scale : 1) How you evaluate Castrol as an lubricant brand? +5 +4 +3 +2 +1 High quality -1 -2 -3 -4 -5 2) How frequently you use Castrol in your vehicle? +5 +4 +3 +2 +1 Never -1 -2 -3 -4 -5 4.

5. Management would like you to explain and justify your reasoning in constructing this scale. 1. You have been asked to develop an appropriate scale for this purpose. 13) Solution: I would like to use the likert scale because it is the most appropriate scaling method for telephonic surveys where its advantages are its easy design and administering.conducted by telephone. (Roll No. Attiude measurement items (it includes ABC component of attitude) 1) I feel the DSS will help me a lot in reducing the complexities of my work? 2) I would prefer very much to work with DSS? 2) A software system like DSS will be very effective in healthcare industry? 3) I would not prefer any software involvement in my decision making? 4) Use of DSS will give us the competitive edge over other? One stage design : I feel the DSS will help me a lot in reducing the complexities of my work? 1 Strongly agree 2 Agree 3 Neutral 4 Disagree 5 Strongly disagree Two stage design : Step1: I feel the DSS will help me a lot in reducing the complexities of my work? 1 Agree 2 Neutral 3 Disagree . 9. Also two stage design implementation will have an advantage to overcome the problem of not going for face to face interview and the debatable issue of one stage likert scale to be ordinal or interval scale. 11. 7. 3.

Step2 : How strongly do you feel about your response? 1 Very strongly 2 Not very strongly .

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master Your Semester with a Special Offer from Scribd & The New York Times

Cancel anytime.