Business Research Method

2. Names: Roll No.
Muhammad Zubair Bhatti 1784
Hafiz Muhammad Farhan 1774

3. Is a scale with a several response categories
that evaluate an object on a scale.
Or
A rating scale is a set of categories designed to
elicit information about a quantitative or
a qualitative attribute. (Wikipedia)

4.  Dichotomous scale
 Category scale
 Semantic Differential
Scale
 Numerical scale
 Itemized Rating Scale
 Likert scale
 Fixed / Constant sum
scale
 Stapel scale
 Graphic Rating scale
 Consensus scale

5. The dichotomous scale is used to elicit a
“Yes or No”.
For Example,
Do you own car?
Yes or No

6. The category scale uses multiple items to elicit
a single response.
For example,

7. Is used to assess respondents’ attitude toward a particular brand,
advertisement, object, or individual. It is usually a seven-point scale
with bipolar attributes indicates at its extremes.
OR
Semantic differential scale is a type of a rating scale designed to
measure the connotative meaning of objects, events, and concepts.
(Wikipedia)
For example,

8. A scale with bipolar attributes with five or
seven points indicates on the scale.
For example,

9. A scale that offers several categories of response, out of which
respondent picks the one most relevant for answering the
question.
OR
A scale that uses words instead of numbers for respondents to
identify their rating.
For Example,

10. An interval scale that specifically uses the five
anchors of Strongly
Disagree, Disagree, Neither Disagree nor
Agree, Agree, and Strongly Agree.
For Example,

11. The respondents are here asked to distribute a
given number of points across various items.
For Example,

12. A scale that measure both the direction and
intensity of the attributes of a concept.
For Example,

13. A scale that graphically illustrate the responses
that can be provided, rather than specifying
any discrete response categories.
For Example,

14. A scale developed through consensus or
unanimous agreement of a panel of judges as
to the items that measure a concept.