Question

How can you use numerical scales to get people to express their preferences for a single item? How can you ask people to express their preference for multiple choices using a Likert scale?

Answer 1

How can you use numerical scales to get people to express their preferences for a single item?

Answer: Numerical scales can be easily used in the market research so that customer responses can be captured and their preferences are mapped. One good example of such a scale is Likert scale. On this scale, the customer is required to show his preference on a scale of 1 to 7 by choosing one of these numbers. The numbers 1 to 7 show increasing order of attribute say ease of access. The number 1 signifies the lowest ease of access while 7 signifies high ease of access. This way, the numerical scale can be used to gauge the response of customer in a better way.

How can you ask people to express their preference for multiple choices using a Likert scale?

Answer: It is possible for the customer to show his/her response on a 7 point Likert scale say 1 to 7 where 1 shows extremely low and 7 shows extremely high. For the multiple options available with the single question asked, a customer may revert with a unique rating for each option. For example for automobile design, the customer may give different ratings to Ford, Hyundai and General Motors vehicles. These ratings are then used o map the perception of the customer further.