Chapter Ten

1. Chapter Ten Chapter 10

2. Figure 10.1 Relationship of Noncomparative Scaling to the Previous Chapters and the Marketing Research Process Figure 10.1 Relationship to the Previous Chapters and The Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process • Continuous Rating Scales • Itemized Rating Scales • Research Design Components (Chapter 3) • Basic Types of Scales (Chapter 9) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

3. Figure 10.2 Non Comparative Scaling Techniques Figure 10.2 Non Comparative Scaling Techniques: An Overview Opening Vignette Noncomparative Scaling Techniques Fig 10.3 Table 10.1 Continuous Rating Scales Itemized Rating Scales Internet Applications Focus on Elrick & Lavidge Likert Stapel Semantic Differential Rating Scale Decisions Figs 10.4 and 10.5 Table 10.2 Scale Evaluation Fig 10.6 Choosing a Scaling Technique Application to Contemporary Issues TQM International Technology Ethics

4. Figure 10. 3 A Classification of Non Comparative Rating Scales Figure 10.3 A Classification of Noncomparative Rating Scales Noncomparative Rating Scales Continuous Rating Scales Itemized Rating Scales Semantic Differential Stapel Likert

5. Figure 10.4 Balanced and Unbalanced Scales Figure 10.4 Balanced and Unbalanced Scales Balanced Scale Unbalanced Scale Surfing the Internet is ____ Extremely Good ____ Very Good ____ Good ____ Bad ____ Very Bad ____ Extremely Bad Surfing the Internet is ____ Extremely Good ____ Very Good ____ Good ____ Somewhat Good ____ Bad ____ Very Bad

6. Figure 10.5 Rating Scale Configuration Figure 10.5 Rating Scale Configurations A variety of scale configurations may be employed to measure the comfort of Nike shoes. Some examples include: Nike shoes are: 1) Place an “X” on one of the blank spaces… Very Very Uncomfortable Comfortable 2)Circle the number… Very 1 2 3 4 5 67 Very Uncomfortable Comfortable 3)Place an “X” on one of the blank spaces… Very Uncomfortable Neither Uncomfortable nor Comfortable Comfortable

7. Figure 10.5 Rating Scale Configuration Continued 4) Uncomfortable Somewhat Comfortable Comfortable Very Comfortable Somewhat Uncomfortable Neither Comfortable nor Uncomfortable Very Uncomfortable 5) -3 -2 -1 0 1 2 3 Neither Comfortable nor Uncomfortable Very Comfortable Very uncomfortable Figure 10.5 Rating Scale Configurations (continued)

8. Figure 10.6 Scale Evaluation Figure 10.6 Scale Evaluation Scale Evaluation Validity Reliability Content Test-Retest Internal Consistency Criterion Alternative Forms Construct Convergent Validity Discriminant Validity Nomological Validity

9. Table 10.1 Basic Non Comparative Scales

10. Table 10.2 Summary of Itemized Scale Decisions

11. Table 10.2 Summary of Itemized Scale Decisions (Cont.)