市场调查5+Non-comparative+Scales.ppt

Marketing Research Session 5: Non-Comparative Scales Continuous rating scales Itemized rating scales (Likert, Semantic differential, and Stapel scales) Non-Comparative Scales Each object (e.g., brand, product attributes, product categories, firms, political candidates, etc.) is scaled independently of the others in the stimulus set (no comparison between more than one objects and between an object and some specific standard, such as ideal brand). The respondents employ whatever rating standard seems appropriate to them. In general, the resulting data are assumed to be interval or ratio scaled. This type of scaling is most widely used in marketing research. Example Measure the satisfaction with the recent purchase of a Dell computer. Experience with e-Bay Absolute importance of free checking Continuous rating scale (graphic rating scale): this measurement scale has the 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 form may vary considerably, such as vertical or horizontal line, scale points in the form of numbers or brief descriptions, etc. e.g., the worst service the best service Once the respondent has provided the ratings, the researcher divides the line into as many categories as desired and assigned scores based on the categories into which the ratings fall. These scores are treated as interval data. Examples How would you rate Sears as a department store? Probably the worst Probably the best Probably the worst Probably the best 0 10 20 30 40 50 60 70 80 90 100 Probably the worst Probably the best 0 10 20 30 40 50 60 70 80 90 100 Very bad Neither good nor bad Very good Pros: easy and simple to construct; Cons: cumbersome and unreliable scoring. Overly extreme anchors tend to force respondents toward the middle of the scale Itemized rating scale a measurement scale having numbers and/or brief des