1.

The following scale was used in a recent study to measure attitude towards new
technology: please tell me how much you agree or disagree with the following
statement as they describe how you view new technology. Use a scale of 1 to 5, where
1 = strongly disagree and 5 = strongly agree. (Roll No 16, 18, 20, 22, 24, 26, 28)

Items
I am a person who avoids new technology.
I am a technology buff who keeps up with the latest equipment.
I take a “wait-and-see” approach to new technology until it is proven.
I’m the kind of person friends turn to for advice on buying on new technology.

a. How would you score this scale to measure the attitudes toward new technology?
b. Develop an equivalent semantic differential scale to measure attitudes toward new
technology?
c. Develop an equivalent Staple scale to measure attitudes toward new technology?
d. Which scale form is most suited for telephone survey?

Solution:

a) Likert scale is used here for measurement of attitude toward new technology, it is a good
choice as it is easy to construct and administer. Instructions will be quite simple so it can be
used for mail surveys and even surveys of children’s.
Problem with this design is that it will take longer time to complete as compared to semantic
differential scale and care to be taken in case of cross cultural differences as there may be
cultural variation in willingness to express disagreement.

b) Semantic differential scale

We can develop seven point scales as:

1) What is your preference for purchasing a new technology product?

Like 3 2 1 0 -1 -2 -3 dislike

2) How latest technology product as soon as they are available in market appeals to you for
buying them instantly?
Attractive 3 2 1 0 -1 -2 -3 unattractive
c) Staple scale: we can develop 10 point unipolar scale as follow:

1) What is your preference for purchasing a new technology product?

+5
+4
+3
+2
+1
Highly motivated
-1
-2
-3
-4
-5

2) How latest technology product as soon as they are available in market appeals to you for
buying them instantly?

+5
+4
+3
+2
+1
Highly attractive
-1
-2
-3
-4
-5

d) Likert scale will be best suitable for telephonic interview in fact more preciously we can say
that 2- stage likert scale is the best option.
 2. Develop a staple and semantic differential scale to measure the images of two major
airlines that fly to your city. (Roll No. 29, 30, 31, 32, 33, 34, 37)

Solution: we take two airline i.e. air India and jet airways and city as jaipur

Staple scale (can be designed for other attributes also, one example is given here)
How you evaluate Indian airlines facilities are over jet airways in flights to jaipur?
+5
+4
+3
+2
+1
High quality
-1
-2
-3
-4
-5

Semantic differential scale:

How you evaluate Indian airlines journey over jet airways in flights to jaipur?

Attractive 7 6 5 4 3 2 1 unattractive.

1. Develop a Likert, a semantic differential and a Staple scale for measuring the attitude of
students toward the internet as a source of general information. (Roll No. 2, 4, 6, 8, 35,
14, 36)
Solution : it can be developed for various items corresponding to ABC components of
attitude , here I am taking the behavioral and cognitive component of the problem
for developing scale.

Likert scale:

please tell me how much you agree or disagree with the following statement as they
describe how your view toward internet as source of general information. Use a scale of 1
to 5, where 1 = strongly disagree and 5 = strongly agree.

Items

1) I think internet is not a useful source of general information?

2) I like to read books, magazine and newspapers rather than internet surfing for my
general awareness?

3) I am not comfortable with use of internet surfing with computer for information
gathering?

Semantic differential scale:

1) How you evaluate internet as source of information?

Best 3 2 1 0 -1 -2 -3 worst

2) How you feel about internet in comparison to books, magazine and newspapers for
improving your general awareness?

Attractive 3 2 1 0 -1 -2 -3 unattractive

Staple scale :

1) How you evaluate internet as source of information?

+5
+4
+3
+2
+1
Very useful
-1
-2
-3
-4
-5

2) How you feel about internet in comparison to books, magazine and newspapers for
improving your general awareness?

+5
+4
+3
+2
+1
Highly informative
 -1
-2
-3
-4
-5

3. Develop a Likert, a semantic differential and a Staple scale for measuring consumer
preference for petroleum products (choose any product). (Roll No. 15, 17, 19, 21, 23, 25,
27)

Solution: here I am choosing Castrol brand lubricants as my product

Likert scale:

please tell me how much you agree or disagree with the following statement as they
describe your preference toward the particular lubricant brand. Use a scale of 1 to 5,
where 1 = strongly disagree and 5 = strongly agree.

Items

1) I never use Castrol lubricants in my vehicle?

2) I feel Castrol is very expensive brand and is not meant for me?

3) I feel the Castrol delivers vehicle best performance compared to any other brand?

4) I normally suggest my friends for using Castrol lubricants?

Semantic differential scale:

1) How you evaluate Castrol as an lubricant brand?

Best 3 2 1 0 -1 -2 -3 worst

2) How frequently you use Castrol in your vehicle?

Always 3 2 1 0 -1 -2 -3 never
3) How you suggest Castrol brand lubricant to your friends?

good 3 2 1 0 -1 -2 -3 bad

Staple scale :

1) How you evaluate Castrol as an lubricant brand?

+5
+4
+3
+2
+1
High quality
-1
-2
-3
-4
-5

2) How frequently you use Castrol in your vehicle?

+5

+4
+3
+2
+1
Never
-1
-2
-3
-4
-5

4. You work in the marketing research department of a firm specializing in developing

decision support systems (DSS) for the health care industry. Your firm would like to
measure the attitudes of hospital administrators toward DSS. The interviews would be
 conducted by telephone. You have been asked to develop an appropriate scale for this
purpose. Management would like you to explain and justify your reasoning in constructing
this scale. (Roll No. 1, 3, 5, 7, 9, 11, 13)
Solution:
I would like to use the likert scale because it is the most appropriate scaling method for
telephonic surveys where its advantages are its easy design and administering. Also two
stage design implementation will have an advantage to overcome the problem of not going
for face to face interview and the debatable issue of one stage likert scale to be ordinal or
interval scale.

Attiude measurement items (it includes ABC component of attitude)

1) I feel the DSS will help me a lot in reducing the complexities of my work?

2) I would prefer very much to work with DSS?

2) A software system like DSS will be very effective in healthcare industry?

3) I would not prefer any software involvement in my decision making?

4) Use of DSS will give us the competitive edge over other?

One stage design :

I feel the DSS will help me a lot in reducing the complexities of my work?

1 2 3 4 5
Strongly agree Agree Neutral Disagree Strongly
disagree

Two stage design :

Step1:

I feel the DSS will help me a lot in reducing the complexities of my work?

1 2 3
Agree Neutral Disagree
Step2 :
How strongly do you feel about your response?

1 2
Very strongly Not very strongly