Non-Comparative Scaling
In non-comparative scaling techniques, also referred to as metric scales, each object or service is scaled independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio.
Continuous Rating Scale
Also referred to as a graphic rating scale. In this technique, 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 mark reflects their attitudes toward some product or service.
Itemized Rating Scale
In this technique, 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 Likert scale, semantic differential and Stapel scale.
A) Likert Scale: It requires individual respondent to indicate the degree to which they agree or disagree with a statement about the product or service. It is usually a 5-point scale. It's sometimes known as a summated scale because you could add up the score to get a total score for the respondent.
B) Semantic Differential Scale: respondents rate objects on a number of itemized, seven-point rating scales bounded at each end by one of the two bipolar adjectives, such as ‘high’ and ‘low’.
C) Stapel Scale: This is a rating scale that usually has 10 categories. It ranges from minus five to plus five. It usually has without a zero neutral point so that they have to decide one way or the other. The scale is usually presented vertically. Respondents are asked to indicate by selecting an appropriate numerical response category, how they feel about a product or service. One of the advantages is that it does not require a pre-test of the adjectives or phrases to ensure true bipolarity.
Things to keep in mind while designing a survey:
Continuous Rating Scale
Also referred to as a graphic rating scale. In this technique, 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 mark reflects their attitudes toward some product or service.
Itemized Rating Scale
In this technique, 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 Likert scale, semantic differential and Stapel scale.
A) Likert Scale: It requires individual respondent to indicate the degree to which they agree or disagree with a statement about the product or service. It is usually a 5-point scale. It's sometimes known as a summated scale because you could add up the score to get a total score for the respondent.
B) Semantic Differential Scale: respondents rate objects on a number of itemized, seven-point rating scales bounded at each end by one of the two bipolar adjectives, such as ‘high’ and ‘low’.
C) Stapel Scale: This is a rating scale that usually has 10 categories. It ranges from minus five to plus five. It usually has without a zero neutral point so that they have to decide one way or the other. The scale is usually presented vertically. Respondents are asked to indicate by selecting an appropriate numerical response category, how they feel about a product or service. One of the advantages is that it does not require a pre-test of the adjectives or phrases to ensure true bipolarity.
Things to keep in mind while designing a survey:
- Number of scale categories to use
- Ensure that scales are balanced - for example, on the Stapel scale you want to make sure that there's equal amount on both sides. You don't want to have five in the good direction and only three in the negative direction because that will bias your results.
- Odd number of categories or even number of categories
- Whether or not to include a “neutral” category or response – force the respondents to make a choice or not
