EXAMPLE OF Likert Scale

Neither
Strongly Agree nor Strongly
Disagree Disagree Disagree Agree Agree

1. The celebrity
endorser is
trustworthy.

2. The celebrity
endorser is
attractive.

3. The celebrity
endorser is an
expert on the
product.

4. The celebrity
endorser is
knowledgeable
about the
product.
 EXAMPLE OF Semantic Differential SCALE

Celebrity Endorser
Some- Some-
Extremely Quite what Neither what Quite Extremely

Not
Trustworthy : : : : : : Trustworthy

Attractive : : : : : : Unattractive

Not Expert : : : : : : Expert

Not
Knowledgeable : : : : : : Knowledgeable
 EXAMPLE OF ___Stapel__________ SCALE

-5 -4 -3 -2 -1 +1 +2 +3 +4 +5

1. The celebrity
endorser is
trustworthy.

2. The celebrity
endorser is
attractive.

3. The celebrity
endorser is an
expert on the
product.
4. The celebrity
endorser is
knowledgeable
about the
product.
 EXAMPLE OF Graphic Rating Scale

Please evaluate each of the following attributes of compact disc players

according to how important the attribute is to you personally by placing an
“X” at the position on the horizontal line that most accurately reflects your
feelings.
Extremely
Attribute Not Important Important

1.Quality of sound
reproduction
2. Physical size of CD
unit
3. Brand name

4. Durability of unit
 EXAMPLE OF Itemized RATING SCALE:

Please evaluate each of the following attributes of compact disc players

according to how important the attribute is to you personally by placing an
“X” in the appropriate box.

Not Fairly Fairly Extremely

Important Unimportant Important Important

1. Quality of sound
reproduction

2. Physical size of
CD unit

3. Brand name

4. Durability of unit
 EXAMPLE OF Constant Sum RATING SCALE:

Please divide 100 points between the following attributes of compact

disc players according to the relative importance of each attribute to you.

Quality of sound
reproduction

Physical size of CD unit

Brand name

Durability of unit