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„ This scale consists of a series of
statements where the respondent
provides answers in the form of
agreement or disagreement.

„ The respondent selects a numerical


score for each statement to indicate the
degree of agreement or otherwise.

„ Each such score is finally added up to


measure the respondents attitude.
 
 
 
 
›t is used to describe a set of beliefs that underline a person¶s
attitude towards an object.

This scale is based on the principle that individuals think


dichotomously or in terms of polar opposites such as reliable-
unreliable, modern-old fashioned etc.

Eg. Comparing four brands of car :


Mitsubishi(L) ; Hyundai(E) ; Skoda(O) ; Honda

Fast -- -- -- -- -- --Slow
Large -- -- -- -- -- -- -- Small
Plain -- -- -- -- -- -- -- Stylish
›n-Expensive -- -- -- -- -- -- -- Expensive

 
 
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P.Definitely 2.Probably 3.Might or 4.Probably 5.Definitely


will will might Not will not will not
continue continue continue continue continue

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P.Definitely 2.Probably 3.Might or 4.Probably 5.Definitely


will will might Not will not will n
Recommend Recommend Recommend Rcommend Recommendo
t

 
 
„ They are comparative scales where respondents were
asked to rate an item in comparison with another item or
a group of items on a common criterion.
Example:
Rank order scale for analysing Motor Cycles

Rank the brands with P being the brand that best meets the
characteristics , 3 being the worst of the characteristics

 
 
„ Eg. A hotel customer is asked to indicate the level of satisfaction for the
service provided

P. Highly Satisfied

2. Considerably Satisfied

3. Reasonably Satisfied

4. Unsatisfied

5. Highly Unsatisfied