Rating scales

In Sections 6.2.2 and 6.2.3, attitude measurement and motivational research were discussed. Commonly, these techniques involve the use of rating scales or projective questions. Where special question techniques are used in a questionnaire, it is important that the interviewers are trained in the application of the technique and are quite clear about what is required both from them and from the respondent. The great value of rating scales is that they make it possible to quantify complex and multidimensional concepts. The dimensions themselves are uncovered in preliminary research using qualitative open-ended question techniques. Analysis of answers to rating scales requires the application of special statistical techniques, and these are discussed in Section 10.3.3. Two kinds of rating scale are commonly used. One is the semantic differential scale discussed in Section 6.2.2 and illustrated in Figure 6.2. This requires respondents to assess each brand separately on a number of dimensions. An alternative approach is shown in Figure 8.4, where all the brands are assessed on one dimension at a time.

Q 1J ijvi frii>:uyii '.v^iv:irL- l^rdfliml m^di -sr sf rtTootf. jtns 'tii!

icnq odnnvnbou*re4fz3i«hh9wmid4 blrai tmn. : w l-> i wufl ywi i? Iej nB.jud qo^fl by 11« ¡4 ■ aJi 'u-ir. IhT ttltttt iJ {MAI *Kh

'i>. nwyrMl B-ccninwr££piiii1ajl liw orboiun v ir< iww «1*1


0 1i nqf Bl irtiiai (J rtwiSai p»^twmJ) Hvi-kxh |fl£*U(JlJTl

**nlnnti Ifttbii4 Rflll^liiTtV l^iTi^Hfl IW h* Wrw

BUflrthi CI^LTJI^IV^ kxvonf tnay Li hmh

Whtfi<'hcin[i|il«taBl)HVffiM4Hr>jii!lH^iK«t«l'(niiH . (REA3 CJ" BELOW!

Kj-Ht ■ ImMilUbp^iwtilH (Li] 1 Ihn wofc -J"iIrr.^T nn ji rpjri qunry ¡Jumvee

Figure 8.4: Example of a rating scale

□ 97 Ncm I am Going 1o read oui some tiaacriptoni d hvhd; aile-wr pecf*a or personar:«* al □! whom uiw ®h||frp«> For wfh ilK-'rp'iT R mM |fGu to fitfi mi. |USi tof MK*rt>3 «4 «fCh Ul tin rmfllf.

fW ■fett rraefri : b* ywJ fry Vc-y niay fljv® pi m£riy A^lfl» o«fi rang* [READ OUT BELOW}

Own ft liPiijt |Hl fcn «wr waiw A fewty yWHipl peTcn A woma^

A ■nji'kang wxnftn Me-n RI wtfl M wCTUHi A furtirta! fnf-fufiI-lSwiri MixttMi Anpsrue 1« Ujtu>|I A (hvj I p. .-v>n

Figure 8.4: Example of a rating scale (Continued)


Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

Get My Free Ebook

Post a comment