Definition: A multi-item scale is designed to measure the respondent’s attitude towards more than one attribute related to the stimulus object. It is a rating scale comprising of multiple items, where each item is a single question or a statement that needs to be evaluated. The Likert, Semantic Differential, and Stapel scales are the examples of multi-item scales, comprising … [Read more...] about Multi-Item Scale
Stapel Scale
Definition: Stapel Scale is a unipolar (one adjective) rating scale designed to measure the respondent’s attitude towards the object or event. The scale is comprised of 10 categories ranging from -5 to +5 without any neutral point (zero). The stapel scale got its name after its developer Jan Stapel. The scale is usually constructed vertically with a single adjective in the … [Read more...] about Stapel Scale
Semantic Differential Scale
Definition: The Semantic Differential Scale is a seven-point rating scale used to derive the respondent’s attitude towards the given object or event by asking him to select an appropriate position on a scale between two bipolar adjectives (such as “warm” or “cold”, “powerful” or “weak”, etc.) For example, the respondent might be asked to rate the following five attributes … [Read more...] about Semantic Differential Scale
Likert Scale
Definition: A Likert Scale is a scale used to measure the attitude wherein the respondents are asked to indicate the level of agreement or disagreement with the statements related to the stimulus objects. The Likert Scale was named after its developer, Rensis Likert. It is typically a five response category scale ranging from “strongly disagree” to “strongly agree”. The … [Read more...] about Likert Scale
Itemized Rating Scale
Definition: The Itemized Rating Scale is an Ordinal Scale that has a brief description or numbers associated with each category, ordered in terms of scale positions. The respondents are asked to select the category that best describes the stimulus object being rated. The following are the most commonly used itemized rating scales: Likert Scale: A Likert Scale is a scale … [Read more...] about Itemized Rating Scale
Continuous Rating Scale
Definition: The Continuous Rating Scale is a Noncomparative Scale technique wherein the respondents are asked to rate the stimulus objects by placing a point/mark appropriately on a line running from one extreme of the criterion to the other variable criterion. The continuous rating scale is also called as a Graphic Rating Scale. Here the respondent can place a mark anywhere … [Read more...] about Continuous Rating Scale
Q-Sort Scaling
Definition: The Q-Sort Scaling is a Rank order scaling technique wherein the respondents are asked to sort the presented objects into piles based on similarity according to a specified criterion such as preference, attitude, perception, etc. In other words, a scaling technique in which the respondents sort the number of statements or attitudes into piles, usually of 11, on … [Read more...] about Q-Sort Scaling
Constant Sum Scaling
Definition: The Constant Sum Scaling is a technique wherein the respondents are asked to allocate a constant sum of units, such as points, dollars, chips or chits among the stimulus objects according to some specified criterion. In other words, a scaling technique that involves the assignment of a fixed number of units to each attribute of the object, reflecting the … [Read more...] about Constant Sum Scaling
Rank Order Scaling
Definition: The Rank Order Scaling is a yet another comparative scaling technique wherein the respondents are presented with numerous objects simultaneously and are required to order or rank these according to some specified criterion. The Rank order scaling is often used to measure the preference for the brand and attributes. The ranking data is typically obtained from … [Read more...] about Rank Order Scaling
Paired Comparison Scaling
Definition: The Paired Comparison Scaling is a comparative scaling technique wherein the respondent is shown two objects at the same time and is asked to select one according to the defined criterion. The resulting data are ordinal in nature. The paired Comparison scaling is often used when the stimulus objects are physical products. The comparison data so obtained can be … [Read more...] about Paired Comparison Scaling