EXAMPLE OF Likert Scale Strongly Disagree 1 The

EXAMPLE OF Likert Scale Strongly Disagree 1. The celebrity endorser is trustworthy. 2. The celebrity endorser is attractive. 3. The celebrity endorser is an expert on the product. 4. The celebrity endorser is knowledgeable about the product. Disagree Neither Agree nor Disagree Agree Strongly Agree

EXAMPLE OF Semantic Differential SCALE Celebrity Endorser Some. Extremely Quite what Neither what Quite Extremely Not Trustworthy : : Attractive Not Expert Knowledgeable : : : : : Trustworthy : Unattractive : Expert : Not Knowledgeable

EXAMPLE OF ___Stapel_____ SCALE -5 1. The celebrity endorser is trustworthy. 2. The celebrity endorser is attractive. 3. The celebrity endorser is an expert on the product. 4. The celebrity endorser is knowledgeable about the product. -4 -3 -2 -1 +1 +2 +3 +4 +5

EXAMPLE OF Graphic Rating Scale Please evaluate each of the following attributes of compact disc players according to how important the attribute is to you personally by placing an “X” at the position on the horizontal line that most accurately reflects your feelings. Attribute 1. Quality of sound 2. reproduction 2. Physical size of CD unit 3. Brand name 4. Durability of unit Not Important Extremely Important

EXAMPLE OF Itemized RATING SCALE: Please evaluate each of the following attributes of compact disc players according to how important the attribute is to you personally by placing an “X” in the appropriate box. Not Fairly Important Unimportant 1. Quality of sound reproduction 2. Physical size of CD unit 3. Brand name 4. Durability of unit Fairly Important Extremely Important

EXAMPLE OF Constant Sum RATING SCALE: Please divide 100 points between the following attributes of compact disc players according to the relative importance of each attribute to you. Quality of sound reproduction Physical size of CD unit Brand name Durability of unit