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survey design and measurement

Mildness 8 2 2 lather 2 4 3 shrinkage 3 9 4 price 53

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Unformatted text preview: as some other attribute, it should receive twice as many points. Form AVERAGE RESPONSES OF THREE SEGMENTS Attribute Segment I Segment II 1. Mildness 8 2 2. Lather 2 4 3. Shrinkage 3 9 4. Price 53 17 5. Fragrance 9 0 6. Packaging 7 5 7. Moisturizing 5 3 8. Cleaning Power 13 60 Sum 100 100 Segment III 4 17 7 9 19 9 20 15 100 Noncomparative Rating Scales Noncomparative Rating Scales Continuous Rating Scales Itemized Rating Scales Semantic Differential Stapel Likert Continuous Rating Scale Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. The form of the continuous scale may vary considerably. How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - Probably the best 0 10 20 30 40 50 60 70 80 90 100 12 Itemized Rating Scales • The respondents are provided with a scale that has a number or brief description associated with each category. • The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated. • The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales. Likert Scale The Likert scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects. Strongly Disagree disagree Neither Agree agree nor Strongly agree disagree 1. Sears sells high quality merchandise. 1 2 3 4 5 2. Sears has poor in-store service. 1 2 3 4 5 3. I like to shop at Sears. 1 2 3 4 5 • The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated. • When arriving at a total score, the categories assigned to the negative statements by the respondents should be scored by reversing the scale. Semantic Differential Scale The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning. SEARS is: Powerful --:--:--:--:-X-:--:--: Weak Unreliable --:--:--:--:--:-X-:--: Reliable Modern --:--:--:--:--:--:-X-: Old-fashioned • The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. • This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels. • Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale. 13 Stapel Scale The Stapel scale is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero). This scale is usually presented vertically. SEARS +5 +5 +4 +4 +3 +3 +2 +2 +1 +1 HIGH QUALITY POOR SERVICE -1 -1 -2 -2 -3 -3 -4 -4 -5 -5 The data obtain...
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