SCALING

TECHNIQUES

SCALING TECHNIQUES
RATING SCALE
1. Dichotomous Scale
2. Category Scale
3. Check list /
Multiple Response
4. Likert Scale
5. Semantic
Differential Scale
6. Numerical Scale

RANKING SCALE
1. Paired Comparison
scale
2. Forced Ranking
scale

RATING SCALE
Arating scaleis a set of categories
designed to elicit information about
aquantitative
or
aqualitativeattribute.
A)
B)

C)

Dichotomous Scale
A question has TWO possible responses.
Surveys often use Dichotomous questions that ask for yes

or no / true or false / agree or disagree responses.

EXAMPLE:

1) Are you a user of brand ABC ?

a) Yes

b) No

2) The product price is considerable.,

a) Agree b) Disagree

Category Scale
The category scale uses multiple items to elicit a
single response.

EXAMPLE:
1) Enter your caste
a) BC b) MBC c) OC d) SC

e) OTHERS

2) The customer service representative is more

knowledgeable?
a) Agree b) Disagree
e) Neutral
Agree

c) Strongly

d) Strongly

Disagree

Check List / Multiple Response

Multiple response sets are used when
the respondents are allowed to select
more than one answer for a single
question.

EXAMPLE:

Likert Scale
When
responding
to
aLikert
questionnaireitem, respondents specify their
level ofagreementor disagreement on a
symmetric agree-disagreescalefor a series of
statements.

EXAMPLE:

Semantic differential scale

It is used to asses respondents attitude
towards
a
particular
brand,
advertisement , object or individual. It
uses extreme at both ends.

EXAMPLE:

Numerical Scale
A scale in which the numbers are assigned to each trait. If it is a

7 point scale the number 7 represents the maximum amount of

that trait in that individual and 4 represents the average.
EXAMPLE:
Q ) Having tried the ABC brand product for 4 weeks now, how do
you feel about this product?
Unfavorable

Favorable

RANKING SCALE
ARankOrderscalegives the respondent a set of

items and asks them to put the items in some

form of order .The measure of 'order' can include
such

as

preference,

importance,

liking,

effectiveness and so on. The order is often a

simple ordinal structure (A is higher than B).

Paired Comparison Scale

In paired comparison scale the respondents
are presented with two objects at same

time and asked to select one they prefer

according to some criterion.
EXAMPLE:

Forced Ranking Scale

Forced ranking method enables respondents to rank objects
relative to one another, among the alternatives provided.
EXAMPLE:

Q) Rank the subjects in your order of preference.,

a)
b)

Research Methodology

CRM

RANK

____
____

c)

Merchandise Management

d)

Service Marketing

e)

Business Ethics

____
____
____

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