Chapter Ten

Figure 10.1 Relationship of Noncomparative Scaling 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 Field Work Data Preparation and Analysis Report Preparation and Presentation Research Design Figure 10.1 Relation ship to the Previous Chapter s and The Marketi ng Researc h Process

Application to Contemporary Issues Internet Applications Focus on Elrick & Lavidge TQMInternationalTechnologyEthics Noncomparative Scaling Techniques Continuous Rating Scales Itemized Rating Scales Rating Scale Decisions Scale Evaluation Fig 10.3Table 10.1 LikertStapelSemantic Differential Figs 10.4 and 10.5 Table 10.2 Choosing a Scaling Technique Fig 10.6 Opening Vignette Figure 10.2 Non Comparative Scaling Techniques: An Overview Figure 10.2 Non Comparative Scaling TechniquesFigure 10.2 Non Comparative Scaling Techniques

Figure 10.3 A Classification of Noncomparative Rating Scales Noncomparative Rating Scales Continuous Rating Scales Itemized Rating Scales Semantic Differential StapelLikert Figure A Classification of Non Comparative Rating ScalesFigure A Classification of Non Comparative Rating Scales

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 Balanced ScaleUnbalanced Scale Figure 10.4 Balanced and Unbalanced Scales

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 Very Uncomfortable Comfortable 3)Place an “X” on one of the blank spaces… Very Uncomfortable Neither Uncomfortable nor Comfortable Comfortable Figure 10.5 Rating Scale Configuration

Very Uncomfortable Somewhat Uncomfortable Neither Comfortable nor Uncomfortable Somewhat Comfortable Comfortable Very Comfortable 4) Very uncomfortable Neither Comfortable nor Uncomfortable Very Comfortable 5) Figure 10.5 Rating Scale Configurations (continued) Figure 10.5 Rating Scale Configuration Continued

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

Table 10.1 Basic Non Comparative ScalesTable 10.1 Basic Non Comparative Scales

Table 10.2 Summary of Itemized Scale DecisionsTable 10.2 Summary of Itemized Scale Decisions

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