Types of Scales Quiz 2080-10-21

Which scale is similar to Likert scale but consists of a series of bi-polar adjectives or phrases?

• Graphic rating scale

• Itemized rating scale

• Semantic differential scale

• Stapel scale

What type of scale is the Semantic differential scale?

• Ordinal scale

• Nominal scale

• Interval scale

• Ratio scale

What does the Semantic differential scale comprise of?

• A series of verbal labels

• A series of bi-polar adjectives or phrases

• A series of complete statements

• A series of numerical labels

How are the opposite adjectives separated in the Semantic differential scale?

• By a nine category scale

• By a seven category scale

• By a ten category scale

• By a five category scale

What is the purpose of the Semantic differential scale?

• To measure consumer attitudes

• To develop a pictorial profile of attitude objects

• To measure purchase intentions

• To measure service satisfaction

What does the itemized rating scale measure?

• Consumer demographics

• Consumer attitudes

• Consumer preferences

• Consumer behavior

What is the characteristic of the Stapel scale?

• It measures both the direction and intensity of attitude

• It measures the frequency of attitude

• It measures only the direction of attitude

• It measures only the intensity of attitude

What does the Stapel scale place at the center with a numerical scale on either side?

• A series of complete statements

• A single adjective

• A series of verbal labels

• A series of numerical labels

What is the range of the numerical scale in the Stapel scale?

• -5 to 5

• -3 to 3

• -1 to 1

• -10 to 10

What does the itemized rating scale provide the flexibility to use?

• Different fonts

• Different colors

• Different shapes

• Different anchors