Chapter IX
Measurement and Scaling:
Non-comparative Scaling
Techniques
Chapter Outline
1) Overview
2) Non-comparative Scaling Techniques
3) Continuous Rating Scale
4) Itemized Rating Scale
i. Likert Scale
ii. Semantic Differential Scale
iii. Staple Scale
5) Non-comparative Itemized Rating Scale Decisions
i. Number of Scale Categories
ii. Balanced vs. Unbalanced Scales
iii. Odd or Even Number of Categories
iv. Forced vs. Non-forced Scales
v. Nature and Degree of Verbal Description
vi. Physical Form or Configuration
6) Multi-item Scales
7) Scale Evaluation
i. Measurement Accuracy
ii. Reliability
iii. Validity
iv. Relationship between Reliability and Validity
Accurate? Valid?
v. Generalizability Generilizable?
8) Choosing a Scaling Technique
9) Mathematically Derived Scales
10) Internet and Computer Applications
11) Summary
Table 9.1 Basic Non-comparative Scales
Scale Basic Examples Advantages Disadvantages
Characteristics
Continuous Place a mark on a Reaction to TV Easy to construct Scoring can be
Rating continuous line commercials cumbersome
Scale unless
computerized
Itemized Rating
Scales
Likert Scale Degrees of Measurement Easy to construct, More
agreement on a 1 of attitudes administer, and time-consuming
(strongly disagree) understand
to 5 (strongly
agree) scale
Semantic Seven-point scale Brand, product, Versatile Controversy as
Differential with bipolar labels and company to whether the
images data are interval
Stapel Scale Unipolar ten-point Measurement Easy to construct, Confusing and
scale, -5 to +5, of attitudes and administer over difficult to apply
without a neutral images telephone
point (zero)
RATE: Rapid Analysis and Testing Environment
RIP 9.1
A relatively new research tool, the perception analyzer, provides continuous
measurement of “gut reaction.” A group of up to 400 respondents is presented
with TV or radio spots or advertising copy. The measuring device consists of a
dial that contains a 100-point range. Each participant is given a dial and
instructed to continuously record his or her reaction to the material being
tested.
As the respondents turn the dials, the
information is fed to a computer, which
tabulates second-by-second response
profiles. As the results are recorded by
the computer, they are superimposed on a
video screen, enabling the researcher to
view the respondents' scores immediately.
The responses are also stored in a
permanent data file for use in further
analysis. The response scores can be
broken down by categories, such as age,
income, sex, or product usage.
A Semantic Differential Scale for Measuring Self-
RIP 9.2
Concepts, Person Concepts, and Product Concepts
1) Rugged :---:---:---:---:---:---:---: Delicate
2) Excitable :---:---:---:---:---:---:---: Calm
3) Uncomfortable :---:---:---:---:---:---:---: Comfortable
4) Dominating :---:---:---:---:---:---:---: Submissive
5) Thrifty :---:---:---:---:---:---:---: Indulgent
6) Pleasant :---:---:---:---:---:---:---: Unpleasant
7) Contemporary :---:---:---:---:---:---:---: Obsolete
8) Organized :---:---:---:---:---:---:---: Unorganized
9) Rational :---:---:---:---:---:---:---: Emotional
10) Youthful :---:---:---:---:---:---:---: Mature
11) Formal :---:---:---:---:---:---:---: Informal
12) Orthodox :---:---:---:---:---:---:---: Liberal
13) Complex :---:---:---:---:---:---:---: Simple
Figure 9.1 Balanced and Unbalanced Scales
Jovan Musk for Men is Jovan Musk for Men is
Extremely good Extremely good
Very good Very good
Good Good
Bad Somewhat good
Very bad Bad
Extremely bad Very bad
Figure 9.2 Rating Scale Configurations
A variety of scale configurations may be employed to measure the gentleness of
Cheer detergent. Some examples include:
Cheer detergent is:
1) Very harsh --- --- --- --- --- --- --- Very gentle
2) Very harsh 1 2 3 4 5 6 7 Very gentle
Cheer
3) . Very harsh
.
. Neither harsh nor gentle
.
. Very gentle
4) ____ ____ ____ ____ ____ ____ ____
-3 -2 -1 0 +1 +2 +3
Very Somewhat Neither harsh Somewhat Gentle Very
harsh Harsh harsh nor gentle gentle gentle
Figure 9.3 Some Unique Rating Scale
Configurations
Thermometer Scale
Instructions: Please indicate how much you like McDonald’s hamburgers by
coloring in the thermometer. Start at the bottom and color up to the temperature
level that best indicates how strong your preference is.
Form: Like very 100
much 75
50
25
Dislike 0
very much
Smiling Face Scale
Instructions: Please point to the face that shows how much you like the Barbie
Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you
liked it very much, you would point to Face 5.
Form:
Table 9.2 Summary of Itemized Scale Decisions
1) Number of Categories Although there is no single, optimal number,
traditional guidelines suggest that there
should be between five and nine categories
2) Balanced vs. unbalanced In general, the scale should be
balanced to obtain objective data
3) Odd/ even no. of categories If a neutral or indifferent
scale response is possible from at least some of the
respondents, an odd number of categories should be
used 4) Forced vs. non-forced In situations where the
respondents are expected to have no opinion, the
accuracy of the data may be improved by a non-
forced scale 5) Verbal description An argument
can be made for labeling all or many scale categories.
The category descriptions should be located as close to the
response categories as
possible
6) Physical form A number of options should be tried and the best
selected
Figure 9.4 Development of a Multi-item Scale
Develop Theory
Generate Initial Pool of Items: Theory, Secondary Data, and
Qualitative Research
Select a Reduced Set of Items Based on Qualitative Judgement
Collect Data from a Large Pretest Sample
Statistical Analysis
Develop Purified Scale
Collect More Data from a Different Sample
Evaluate Scale Reliability, Validity, and Generalizability
Final Scale
Figure 9.5 Scale Evaluation
Scale Evaluation
Reliability Validity Generalizability
Test/ Alternative Internal
Content Criterion Construct
Retest Forms Consistency
Convergent Discriminant Nomological
Figure 9.6 Potential Sources of Error on
Measurement
1) Other relatively stable characteristics of the individual that influence
the test score, such as intelligence, social desirability, and education.
2) Short-term or transient personal factors, such as health, emotions,
fatigue.
3) Situational factors, such as the presence of other people, noise, and
distractions.
4) Sampling of items included in the scale: addition, deletion, or changes in
the scale items.
5) Lack of clarity of the scale, including the instructions or the items
themselves.
6) Mechanical factors, such as poor printing, overcrowding items in the
questionnaire, and poor design.
7) Administration of the scale, such as differences among interviewers.
8) Analysis factors, such as differences in scoring and statistical analysis.
