Dr. Michael R. Hyman, NMSU

Questionnaire Scales

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Researchers Can Develop a Broad Range of Scales

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…Although It Never Hurts to Be Creative…

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Precise Language is Important

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Different Ways to Ask Same Question Can Yield Different

Responses

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Classification of Scaling Techniques

Paired Comparison

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Non-comparative (Monadic) Rating Scales

Non-comparative Rating Scales ask about a single concept

Now that you’ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup.

Completely Very Fairly Well Somewhat VerySatisfied Satisfied Satisfied Dissatisfied Dissatisfied

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Comparative Rating Scales

Comparative Rating Scales ask respondents to rate a concept by comparing it to a benchmark

Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position.

TOO MUCH ABOUT RIGHT TOO LITTLE

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Non-comparative Scales

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Likert Item for Measuring Attitudes toward Tennis

It is more fun to play a tough, competitive tennis match than to play an easy one.

___Strongly Agree

___Agree

___Not Sure

___Disagree

___Strongly Disagree

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Method of Summated Ratings: Likert Scales

• Popular way to measure attitudes• Respondents indicate their (or another

person’s) attitudes by checking how strongly they (or another person would) agree or disagree with statements.

• Typical response alternatives: Strongly agree, Agree, Uncertain, Disagree, and Strongly disagree

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Data for Likert-type Items

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Thurstone Scales

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Data for Thurstone Scaling

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Data for Thurstone Scaling: Percentages

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Cumulative Proportions and Q-values

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Psychometric Graph: Trace Line

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Semantic Differential (SD) Scale

• Series of bipolar rating scales– Bipolar adjectives, such as “good” and

“bad”, anchor the scale ends (or poles)• A number is assigned to each position on

the scale• Proper SD scales assume three underlying

attitudinal dimensions that everyone, regardless of culture or language, uses to evaluate things in their social environment: Evaluation, Power, and Activity

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SD Scales for Measuring Attitudes Toward Tennis

Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm

Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull

Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex

Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active

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Least-Preferred

Co-Worker Scale

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Limitations of SD Scales• Respondents will misuse

– Don’t read instructions and unfamiliar with SD scales

• Difficult to construct

– Limited to only a few words

– Negation not necessarily opposite

• Not black, which includes all colors, is not opposite of black

• No advantage relative to Likert scales

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Profile Analysis Examples

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Image Profile of Major vs. Commuter Airlines

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Image Profile for Color Televisions

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Image Profile for a Savings Bank

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Limitations of Profile Analysis

• Few brands can be depicted

• Attributes are non-independent

• Profiles not weighted by attribute importance

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Stapel Scales

• Modern versions substitute a single adjective for bipolar adjectives of SD scales

• Advantages, disadvantages, and results similar to SD, but Stapel scales easier to conduct and administer

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Stapel Scales for Kmart

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Stapel Scale for Compact Cars

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Formatting Issues for Non-comparative Scales

1. Verbal category descriptions

2. Number of categories

3. Balanced or unbalanced

4. Odd or even categories

5. Forced or non-forced choice

Use precise descriptions for each category

At least 4, but typically 5 to 9 categories

Balanced unless known that respondents’ attitudes are unbalanced (e.g., all favorable)

Odd if respondents could be neutral or indifferent

Non-forced unless likely all respondents will know about issue

Issue Recommendation

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Examples of Different Formats

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Development of a Multi-item Scale

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Purchase Intentions Scale

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Response Alternatives to a Purchase Intent Question

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Graphic Rating Scales

Presents respondents with a graphic continuum

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Graphic Rating Scale

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Comparative Scales

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Paired Comparison Scales

• Respondents presented with two objects at a time and asked to pick the one they prefer

• Ranking objects with respect to one attribute easy with only a few objects, but as number of objects increases, number of comparisons increases geometrically—(n*(n -1)/2)– If number of comparisons too great,

respondents may fatigue and no longer carefully discriminate

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Ranking Scales

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Rank Order Data

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Tabulated Rank Order Data

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Constant Sum Scales

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Constant Sum Scale

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Q Sort

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Other Scales

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Dollar Metric Scale

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Using Importance Measurement to Drive Product Improvements

Source: AMA Best Practice WebcastsSponsored by:  Maritz Research Webcast Date: September 9, 2004Time: 56 minutesPresenter: Keith Chrzan, VP—Marketing Sciences, Maritz Research

Click here for free webcast (you’ll need to register on the AMA site; statistical analysis toward end somewhat advanced)