1. 4.13 Explain characteristics of effective data-collection instruments.
Describe types of scales.
4.13

2. Elements of Surveys
Statement to respondents about how information will be used and why it is valuable
Clear instructions – especially for skip patterns
Appealing formal
Logical sequence of questions
Consideration of how answers to previous items might affect later items

3. Qualities of a good survey item
Clear questions
Single focus for each question
Neutral questions
Balanced questions
Appropriate language for the intended respondent
Appropriately broad or narrow in scope

4. Itemized rating scales
Likert
Semantic differential
Stapel’s Scale
Multi dimensional scaling
Itemized scales provide respondents with a set of options from which they must choose an answer.

5. Balanced itemized scale
Provides an equal number of favorable responses (e.g. Extremely satisfied, satisfied) as it does unfavorable responses ( e.g. dissatisfied, extremely dissatisfied)

6. Continuous Scale
A type of non-comparative scale that allows respondents to place a slash mark on a line that is bounded by two opposite variables (e.g. the worst; the best)

7. Likert Scales
Measures the respondents’ level of agreement with a statement

8. Semantic differential
A type of itemized scale that marketing researchers use to measure attitudes. The scale provides seven spaces, which are bounded by descriptive antonyms at the end, such as reliable and unreliable. The respondent places an “X” at the point or space on the continuum that best describes his/her feelings about the object or idea that s/he is rating.

9. Semantic Differential Scale example

10. Stapel’s Scale
A 10-point scale that places the phrase in the middle and requires the respondents to mark which series of positive or negative numbers best describes his/her feelings about the phrase in relation to the object or idea.

11. Multi dimensional scaling
 a means of visualizing the level of similarity of individual cases of a dataset

12. Ranking scales
Paired comparison
Forced choice
Comparative scale

13. Paired comparison scale

14. Forced choice scale

15. Comparative Scale