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Measuring Scales

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

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Measuring Scales

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  1. Measuring Scales

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

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

  4. EXAMPLE OF ___Stapel__________ SCALE -5 -4 -3 -2 -1 +1 +2 +3 +4 +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.

  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. Extremely Important Attribute Not Important • Quality of sound • reproduction 2. Physical size of CD unit 3. Brand name 4. Durability of unit

  6. 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 Important Fairly Important Extremely Important Fairly Unimportant 1. Quality of sound reproduction 2. Physical size of CD unit 3. Brand name 4. Durability of unit

  7. 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

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