myz-vgb.ru A Business Encyclopedia

Retailing

Definition: Retailing is a distribution process, in which all the activities involved in selling the merchandise directly to the final consumer (i.e. the one who intends to use the product) are included. It encompasses sale of goods and services from a point of purchase to the end user, who is going to use that product.…

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Questionnaire Design Process

Definition: Questionnaire is a systematic, data collection technique consists of a series of questions required to be answered by the respondents to identify their attitude, experience, and behavior towards the subject of research. One of the most critical parts of the survey is the creation of questions that must be framed in such a way…

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Questionnaire

Definition: A Questionnaire is a structured form, either written or printed, consists of a formalized set of questions designed to collect information on some subject or subjects from one or more respondents. In other words, a data collection technique wherein the respondents are asked to give answers to the series of questions, written or verbal,…

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Multi-Item Scale

Definition: A multi-item scale is designed to measure the respondent’s attitude towards more than one attribute related to the stimulus object. It is a rating scale comprising of multiple items, where each item is a single question or a statement that needs to be evaluated. The Likert, Semantic Differential, and Stapel scales are the examples…

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Stapel Scale

Definition: Stapel Scale is a unipolar (one adjective) rating scale designed to measure the respondent’s attitude towards the object or event. The scale is comprised of 10 categories ranging from –5 to +5 without any neutral point (zero). The stapel scale got its name after its developer Jan Stapel. The scale is usually constructed vertically…

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Semantic Differential Scale

Definition: The Semantic Differential Scale is a seven-point rating scale used to derive the respondent’s attitude towards the given object or event  by asking him to select an appropriate position on a scale between two bipolar adjectives (such as “warm” or “cold”, “powerful” or “weak”, etc.) For example, the respondent might be asked to rate…

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Likert Scale

Definition: A Likert Scale is a scale used to measure the attitude wherein the respondents are asked to indicate the level of agreement or disagreement with the statements related to the stimulus objects. The Likert Scale was named after its developer, Rensis Likert. It is typically a five response category scale ranging from “strongly disagree”…

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Itemized Rating Scale

Definition: The Itemized Rating Scale is an Ordinal Scale that has a brief description or numbers associated with each category, ordered in terms of scale positions. The respondents are asked to select the category that best describes the stimulus object being rated. The following are the most commonly used itemized rating scales: Likert Scale: A…

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Continuous Rating Scale

Definition: The Continuous Rating Scale is a Noncomparative Scale technique wherein the respondents are asked to rate the stimulus objects by placing a point/mark appropriately on a line running from one extreme of the criterion to the other variable criterion. The continuous rating scale is also called as a Graphic Rating Scale. Here the respondent…

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Q-Sort Scaling

Definition: The Q-Sort Scaling is a Rank order scaling technique wherein the respondents are asked to sort the presented objects into piles based on similarity according to a specified criterion such as preference, attitude, perception, etc. In other words, a scaling technique in which the respondents sort the number of statements or attitudes into piles,…

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