for the same variable to be measured by different primary scales Close

for the same variable to be measured by different primary scales - Close relationship between framing of RQs, framing of survey questions, and how answers are elicited (scales)

Likert & Semantic Differential Scales - Two most commonly used scales to measure customer attitude and beliefs: Likert and semantic differential scales - The respondents are provided with a scale that has a series of numbers or brief descriptions on a spectrum - Most customer attitude/belief related survey questions you encounter in marketing research use one of these two scales Likert scale - Rensis Likert: American psychologist o Pronounced as ‘lick urt’ - This scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects - The scale is usually balanced between agreement and disagreement scale points - Normally has 5, 7 or 9 scale points Semantic differential scale - A rating scale with end points associated with bipolar labels that have semantic meaning - Controls for the breadth of the spectrum - Need to make sure that pole descriptors are truly bipolar in terms of narrative expressions