Figure 10 1 Relationship of Noncomparative Scaling to

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Figure 10. 1 Relationship of Noncomparative Scaling to the Previous Chapters and the Marketing

Figure 10. 1 Relationship of Noncomparative Scaling to the Previous Chapters and the Marketing Research Process Focus of This Chapter • Continuous Rating Scales • Itemized Rating Scales Relationship to Previous Chapters • Research Design Components (Chapter 3) • Basic Types of Scales (Chapter 9) Relationship to Marketing Research Process Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

Figure 10. 2 Non Comparative Scaling Techniques: An Overview Opening Vignette Fig 10. 3

Figure 10. 2 Non Comparative Scaling Techniques: An Overview Opening Vignette Fig 10. 3 Table 10. 1 Continuous Rating Scales Itemized Rating Scales 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 Focus on Elrick & Lavidge Internet Applications Noncomparative Scaling Techniques

Figure 10. 3 A Classification of Noncomparative Rating Scales Continuous Rating Scales Semantic Differential

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

Figure 10. 4 Balanced and Unbalanced Scales Balanced Scale Surfing the Internet is Unbalanced

Figure 10. 4 Balanced and Unbalanced Scales Balanced Scale Surfing the Internet is Unbalanced Scale Surfing the Internet is ____ Extremely Good ____ Very Good ____ Bad ____ Somewhat Good ____ Very Bad ____ Extremely Bad ____ Very Bad

Figure 10. 5 Rating Scale Configurations A variety of scale configurations may be employed

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 Uncomfortable Comfortable 2)Circle the number… Very Uncomfortable 1 2 3 4 5 3)Place an “X” on one of the blank spaces… Very Uncomfortable Neither Uncomfortable nor Comfortable 6 7 Very Comfortable

Figure 10. 5 Rating Scale Configurations (continued) 4) Uncomfortable Somewhat Comfortable Very Neither Uncomfortable

Figure 10. 5 Rating Scale Configurations (continued) 4) Uncomfortable Somewhat Comfortable Very Neither Uncomfortable Comfortable nor Uncomfortable Very Comfortable 5) -3 Very uncomfortable -2 -1 0 Neither Comfortable nor Uncomfortable 1 2 3 Very Comfortable

Figure 10. 6 Scale Evaluation Validity Reliability Test-Retest Alternative Forms Content Internal Consistency Criterion

Figure 10. 6 Scale Evaluation Validity Reliability Test-Retest Alternative Forms Content Internal Consistency Criterion Construct Convergent Validity Discriminant Validity Nomological Validity