Question

Assume you are Menu Foods and you planned a major research study just prior to the largest pet food recall in our history. You plan to proceed with the study and feel you must add one or more questions to measure the consumer's confidence that your firm will be able to recover. Draft a scale for each of the following types that will measure that confidence. a) Constant-sum scale b) Liker-type summated scale c) Semantic Differential scale d) Stapel scale e) Forced ranking scale

Answer 1

Scales

Assume you are Menu Foods and you planned a major research study just prior to the largest pet food recall in our history. You plan to proceed with the study and feel you must add one or more questions to measure the consumer's confidence that your firm will be able to recover. Draft a scale for each of the following types that will measure that confidence.

1. Constant-sum scale

Features

Feature	Not important	No opinion	Very important
Durability
Cost
Size
Weight
Total

After receiving all the feedback, then do an average of the categories so as to understand the mind of the customer.

b.Likert-type summated scale

The customer is asked how much they agree or disagree with the following product features

Features	Strongly disagree	Somewhat disagree	No opinion	Somewhat agree	Strongly agree
Product quality is excellent	1	2	3	4	5
Product durability is good	1	2	3	4	5
Service charge is friendly	1	2	3	4	5
Customer support is good	1	2	3	4	5
You are satisfied	1	2	3	4	5

c. Semantic differential scale

Brand	Appealing	1	2	3	4	Ugly
Durability	Excellent	1	2	3	4	Poor
Taste	Sweet	1	2	3	4	Bitter
Service	Attractive	1	2	3	4	Unattractive

This is a scale that is designed to measure the connotations that are attached to the company.

d.Stapel scale

Features

Co. Name	Less known	1	2	3	4	Well known
Functions	Few	1	2	3	4	Many
Price	Low	1	2	3	4	High
Design	Poor	1	2	3	4	Good
Satisfaction	Dissatisfied	1	2	3	4	Satisfied

e. Forced ranking scale

The customer in this case is presented different features and given choices to rate their percentages

Feature	Percentage
Cost
Service time
Quality
Customer support
Management
Total	100%

In this case all the percentages provided by the customer should add up to 100 percent. The management selects the good features and presents to the customer for rating.

Scales

Assume you are Menu Foods and you planned a major research study just prior to the largest pet food recall in our history. You plan to proceed with the study and feel you must add one or more questions to measure the consumer's confidence that your firm will be able to recover. Draft a scale for each of the following types that will measure that confidence.

1. Constant-sum scale

Features

Feature	Not important	No opinion	Very important
Durability
Cost
Size
Weight
Total

After receiving all the feedback, then do an average of the categories so as to understand the mind of the customer.

b.Likert-type summated scale

The customer is asked how much they agree or disagree with the following product features

Features	Strongly disagree	Somewhat disagree	No opinion	Somewhat agree	Strongly agree
Product quality is excellent	1	2	3	4	5
Product durability is good	1	2	3	4	5
Service charge is friendly	1	2	3	4	5
Customer support is good	1	2	3	4	5
You are satisfied	1	2	3	4	5

c. Semantic differential scale

Brand	Appealing	1	2	3	4	Ugly
Durability	Excellent	1	2	3	4	Poor
Taste	Sweet	1	2	3	4	Bitter
Service	Attractive	1	2	3	4	Unattractive

This is a scale that is designed to measure the connotations that are attached to the company.

d.Stapel scale

Features

Co. Name	Less known	1	2	3	4	Well known
Functions	Few	1	2	3	4	Many
Price	Low	1	2	3	4	High
Design	Poor	1	2	3	4	Good
Satisfaction	Dissatisfied	1	2	3	4	Satisfied

e. Forced ranking scale

The customer in this case is presented different features and given choices to rate their percentages

Feature	Percentage
Cost
Service time
Quality
Customer support
Management
Total	100%

In this case all the percentages provided by the customer should add up to 100 percent. The management selects the good features and presents to the customer for rating.

Scales

Assume you are Menu Foods and you planned a major research study just prior to the largest pet food recall in our history. You plan to proceed with the study and feel you must add one or more questions to measure the consumer's confidence that your firm will be able to recover. Draft a scale for each of the following types that will measure that confidence.

1. Constant-sum scale

Features

Feature	Not important	No opinion	Very important
Durability
Cost
Size
Weight
Total

After receiving all the feedback, then do an average of the categories so as to understand the mind of the customer.

b.Likert-type summated scale

The customer is asked how much they agree or disagree with the following product features

Features	Strongly disagree	Somewhat disagree	No opinion	Somewhat agree	Strongly agree
Product quality is excellent	1	2	3	4	5
Product durability is good	1	2	3	4	5
Service charge is friendly	1	2	3	4	5
Customer support is good	1	2	3	4	5
You are satisfied	1	2	3	4	5

c. Semantic differential scale

Brand	Appealing	1	2	3	4	Ugly
Durability	Excellent	1	2	3	4	Poor
Taste	Sweet	1	2	3	4	Bitter
Service	Attractive	1	2	3	4	Unattractive

This is a scale that is designed to measure the connotations that are attached to the company.

d.Stapel scale

Features

Co. Name	Less known	1	2	3	4	Well known
Functions	Few	1	2	3	4	Many
Price	Low	1	2	3	4	High
Design	Poor	1	2	3	4	Good
Satisfaction	Dissatisfied	1	2	3	4	Satisfied

e. Forced ranking scale

The customer in this case is presented different features and given choices to rate their percentages

Feature	Percentage
Cost
Service time
Quality
Customer support
Management
Total	100%

In this case all the percentages provided by the customer should add up to 100 percent. The management selects the good features and presents to the customer for rating.