Non CNon Comparativeomparative Scaling Scaling TechniquesTechniques

Non comparative scaling techniquesNon comparative scaling techniques

Respondents using a non comparative scale employ Respondents using a non comparative scale employ whatever rating standard seems appropriate to them.whatever rating standard seems appropriate to them.

They do not compare the object being rated either to They do not compare the object being rated either to another object or to some specified standard.another object or to some specified standard.

They evaluate only one object at a time, and for this They evaluate only one object at a time, and for this reason non comparative scales are often referred to as reason non comparative scales are often referred to as monadic scales.monadic scales.

Non comparative techniques consist of continuous Non comparative techniques consist of continuous and itemized rating scales. and itemized rating scales.

1. Continuous rating scales1. Continuous rating scales

In a continuous rating scale, also referred to as a In a continuous rating scale, also referred to as a graphic rating scale, respondents rate the objects by graphic rating scale, respondents rate the objects by placing a mark at the appropriate position on a line placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to that runs from one extreme of the criterion variable to the other.the other.

The form of the continuous scale may vary The form of the continuous scale may vary considerably.considerably.

For example the line may be vertical or horizontal, For example the line may be vertical or horizontal, Scale points in the form of numbers or brief Scale points in the form of numbers or brief descriptions, may be provided.descriptions, may be provided.

Continuous rating scalesContinuous rating scales

Continuous rating scales are easy to construct.Continuous rating scales are easy to construct. They can also be easily implemented on the internet.They can also be easily implemented on the internet. The cursor can be moved on the screen in a The cursor can be moved on the screen in a

continuous fashion to select the exact position on the continuous fashion to select the exact position on the scale that best describes the respondent’s evaluation.scale that best describes the respondent’s evaluation.

Moreover, the scale values can be automatically Moreover, the scale values can be automatically scored by the computer, thus increasing the speed and scored by the computer, thus increasing the speed and accuracy of processing the data.accuracy of processing the data.

How would you rate sears as a department How would you rate sears as a department storestore

Version IVersion I

Probably the worst----------I------------------------Probably the bestProbably the worst----------I------------------------Probably the best

Version 2Version 2

Probably the worst----------I---------------------------------- ,,Probably the worst----------I---------------------------------- ,,

0 10 20 30 40 50 60 70 80 90 1000 10 20 30 40 50 60 70 80 90 100

Version 3Version 3

Very bad Neither good Very goodVery bad Neither good Very good

nor bad nor bad

Probably the worst----------I----------------------------------- ,,Probably the worst----------I----------------------------------- ,,

0 10 20 30 40 50 60 70 80 90 1000 10 20 30 40 50 60 70 80 90 100

2. Itemized Rating Scales2. Itemized Rating Scales

In an itemized rating scale, the respondents are In an itemized rating scale, the respondents are provided with a scale that has a number of brief provided with a scale that has a number of brief description associated with each category.description associated with each category.

The categories are ordered in terms of scale position, The categories are ordered in terms of scale position, and the respondents are required to select the and the respondents are required to select the specified category that best describes the object being specified category that best describes the object being rated.rated.

Likert ScaleLikert Scale

Named after its developer, Rensis Likert, the Likert Named after its developer, Rensis Likert, the Likert scale is a widely used rating scale that requires the scale is a widely used rating scale that requires the respondents to indicate a degree of agreement or respondents to indicate a degree of agreement or disagreement with each of a series of statements disagreement with each of a series of statements about the stimulus objects.about the stimulus objects.

Typically, each scale item has 5 response categories, Typically, each scale item has 5 response categories, ranging from “strongly disagree” to “strongly agree”.ranging from “strongly disagree” to “strongly agree”.

Illustration: A Likert scale for evaluating attitude Illustration: A Likert scale for evaluating attitude towards sears in the context of the department store towards sears in the context of the department store project.project.

1. Strongly disagree 2. Disagree 3. Neither agree 1. Strongly disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5. Strongly agreenor disagree 4. Agree 5. Strongly agree

1.1. Sears sells high – quality merchandise. 1 2X 3 4 5Sears sells high – quality merchandise. 1 2X 3 4 5

2. Sears has poor in – store service. 1 2X 3 4 52. Sears has poor in – store service. 1 2X 3 4 5

3. I like to shop at sears. 1 2 3X 4 53. I like to shop at sears. 1 2 3X 4 5

4. Sears does not offer a good mix of 4. Sears does not offer a good mix of

different brands within a product category. 1 2 3 4X 5different brands within a product category. 1 2 3 4X 5

5. The credit policies at sears are terrible. 1 2 3 4X 55. The credit policies at sears are terrible. 1 2 3 4X 5

6. Sears is where America shops. 1X 2 3 4 56. Sears is where America shops. 1X 2 3 4 5

7. I do not like the advertising done by sears. 1 2 3 4X 57. I do not like the advertising done by sears. 1 2 3 4X 5

8. Sears sells a wide variety of merchandise. 1 2 3 4X 58. Sears sells a wide variety of merchandise. 1 2 3 4X 5

9. Sears charges fair prices. 1 2X 3 4 5 9. Sears charges fair prices. 1 2X 3 4 5

Likert scaleLikert scale

The Likert scale has several advantages.The Likert scale has several advantages. It is easy to construct and administer.It is easy to construct and administer. Respondents readily understand how to use the scale, Respondents readily understand how to use the scale,

making it suitable for mail, telephone or personal making it suitable for mail, telephone or personal interview.interview.

The major disadvantage of the likert scale is that it The major disadvantage of the likert scale is that it takes longer to complete than other itemized scales takes longer to complete than other itemized scales because respondents have to read each statement.because respondents have to read each statement.

Semantic Differential ScaleSemantic Differential Scale

The semantic differential is a 7 – point rating scale The semantic differential is a 7 – point rating scale with end points associated with bipolar labels that with end points associated with bipolar labels that have semantic meaning.have semantic meaning.

In a typical application, respondents rate objects on a In a typical application, respondents rate objects on a number of itemized, 7 – point rating scales bounded number of itemized, 7 – point rating scales bounded at each end by one of the two bipolar adjectives, such at each end by one of the two bipolar adjectives, such as “cold” and “warm”.as “cold” and “warm”.

Illustration: Evaluation of sears on five attributes.Illustration: Evaluation of sears on five attributes.

ExampleExample

Instructions:Instructions:

This part of the study measures what certain department This part of the study measures what certain department stores mean to you by having you judge them on a stores mean to you by having you judge them on a series of descriptive scales bounded at each end by series of descriptive scales bounded at each end by one of two bipolar adjectives. Please mark (X) the one of two bipolar adjectives. Please mark (X) the blank that best indicates how accurately one or the blank that best indicates how accurately one or the other adjective describes what the store means to you. other adjective describes what the store means to you. Please be sure to mark every scale; do not omit any Please be sure to mark every scale; do not omit any scale.scale.

FormForm

Sears is:Sears is:

Powerful _:_:_:_:X:_:_: WeakPowerful _:_:_:_:X:_:_: Weak

Unreliable _:_:_:_:_:X:_: ReliableUnreliable _:_:_:_:_:X:_: Reliable

Modern _:_:_:_:_:_:X: Old-fashionedModern _:_:_:_:_:_:X: Old-fashioned

Cold _:_:_:_:_:X:_: WarmCold _:_:_:_:_:X:_: Warm

Careful _:X:_:_:_:_:_: CarelessCareful _:X:_:_:_:_:_: Careless

Semantic Differential ScaleSemantic Differential Scale

The respondents mark the blank that best indicates The respondents mark the blank that best indicates how they would describe the object being rated.how they would describe the object being rated.

Thus, in this example, sears is evaluated as somewhat Thus, in this example, sears is evaluated as somewhat weak, reliable, very old fashioned, warm and careful.weak, reliable, very old fashioned, warm and careful.

Stapel ScaleStapel Scale

The stapel scale, named after its developer, Jan The stapel scale, named after its developer, Jan Stapel, is a unipolar rating scale with 10 categories Stapel, is a unipolar rating scale with 10 categories numbered from -5 to +5, without a neutral point zero.numbered from -5 to +5, without a neutral point zero.

This scale is usually presented vertically.This scale is usually presented vertically. Respondents are asked to indicate how accurately or Respondents are asked to indicate how accurately or

inaccurately each term describes the object by inaccurately each term describes the object by selecting an appropriate numerical response category.selecting an appropriate numerical response category.

The higher the number, the more accurately the term The higher the number, the more accurately the term describes the object.describes the object.

In this example, sears is evaluated as not having high In this example, sears is evaluated as not having high quality and having somewhat poor service.quality and having somewhat poor service.

Stapel ScaleStapel Scale

Instructions:Instructions: Please evaluate how accurately each word or phrase describes Please evaluate how accurately each word or phrase describes

each of the department stores. each of the department stores. Select a plus number for the phrases you think describe the Select a plus number for the phrases you think describe the

store accurately. store accurately. The more accurately you think the phrase describes the store, The more accurately you think the phrase describes the store,

the larger the plus number you should choose.the larger the plus number you should choose. You should select a minus number for phrases you think do You should select a minus number for phrases you think do

not describe it accurately. not describe it accurately. The less accurately you think the phrase describes the store, The less accurately you think the phrase describes the store,

the larger the minus number you should choose. the larger the minus number you should choose. You can select any number, from +5 for phrases you think are You can select any number, from +5 for phrases you think are

very accurate, to -5 for phrases you think are very inaccurate.very accurate, to -5 for phrases you think are very inaccurate.

FormForm

SEARSSEARS +5 +5+5 +5 +4 +4+4 +4 +3 +3+3 +3 +2 +2X+2 +2X +1 +1+1 +1 High Quality Poor ServiceHigh Quality Poor Service -1 -1-1 -1 -2X -2-2X -2 -3 -3-3 -3 -4 -4-4 -4 -5 -5 -5 -5