Escolar Documentos
Profissional Documentos
Cultura Documentos
Rating Scales
1. Category scale
3. Stapel scale
6. Graphic scale
Category Scale
Example:
a)Durability [ ] [ ] [ ] [ ] [ ]
b)Fuel consumption [ ] [ ] [ ] [ ] [ ]
Characteristics:
A category scale with only two response categories (or scale points)
both of which are labeled.
Example:
Poor excellent
a) Durability [ ] [ ]
b) Fuel consumption [ ] [ ]
Example:
Characteristics
Stapel Scale
Characteristics
Example:
Model A
-3 -2 -1 Durable Car 1 2 3
-3 -2 -1 Good Fuel Conaumption 1 2 3
Constant-Sum Scale
Example:
Durability
Fuel Consumption
Total 100
Numerical Scale
Examples:
Poor Excellent
Durability 1 2 3 4 5 6 7
• Modified versions are the ladder scale and happy face scale.
Characteristics
2. The ladder and happy face scales have properties depending on the
labeling option chosen – whether all response categories are
labeled (ordinal properties) or only the scale end-points are
labeled (interval properties).
Example:
Attitude toward buying from the Internet
Totally Totally
disagree Disagree Neutral Agree agree
a) Shopping takes much longer on the Internet [ ] [ ] [ ] [ ] [ ]
b) It is a good thing that Saudi consumers have
the opportunity to buy products through the [ ] [ ] [ ] [ ] [ ]
c) Buying products over the Internet is not a
sensible thing to do [ ] [ ] [ ] [ ] [ ]
ATTITUDE
Category Scales
EDUCATIONAL
FAMILIARITY WITH
AREA ___________ ___________ ___________
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
Semantic Differential
Numerical Scales
Stapel Scales
+3
+2
+1
Wide Selection
-1
-2
-3
Select a plus number for words that you think describe the store
accurately. The more accurately you think the work describes the
store, the larger the plus number you should choose. Select a minus
number for words you think do not describe the store accurately.
The less accurately you think the word describes the store, the
large the minus number you should choose, therefore, you can select
any number from +3 for words that you think are very accurate all
the way to -3 for words that you think are very inaccurate.
• Brand A _________
• Brand B _________
• Brand C _________
• Brand A _________
• Brand B _________
• Brand C _________
1 2
3