EXAMPLE OF Likert Scale

StronglyDisagree

Disagree Agree

NeitherAgree norDisagree

StronglyAgree

The celebrity endorser is trustworthy.

The celebrity endorser is an expert on the product.

The celebrity endorser is attractive.

The celebrity endorser is knowledgeable about the product.

1.

2.

3.

4.

EXAMPLE OF Semantic Differential SCALE

Trustworthy

Some- Some-Extremely Quite what Neither what Quite Extremely

NotTrustworthy

ExpertNot Expert

KnowledgeableNotKnowledgeable

Celebrity Endorser

: : : : : :

: : : : : :

Attractive Unattractive: : : : : :

: : : : : :

EXAMPLE OF ___Stapel__________ SCALE

-5 -4 -3 -2 -1 +1 +2 +3 +4 +5

The celebrity endorser is trustworthy.

The celebrity endorser is an expert on the product.

The celebrity endorser is attractive.

The celebrity endorser is knowledgeable about the product.

1.

2.

3.

4.

EXAMPLE OF Graphic Rating Scale

Please evaluate each of the following attributes of compact disc players according to how important the attribute is to you personally by placing an “X” at the position on the horizontal line that most accurately reflects your feelings.

Attribute

Extremely ImportantNot Important

1.Quality of sound reproduction

3. Brand name

2. Physical size of CD unit

4. Durability of unit

Please evaluate each of the following attributes of compact disc players according to how important the attribute is to you personally by placing an “X” in the appropriate box.

NotImportant

FairlyUnimportant

Fairly Important

ExtremelyImportant

1. Quality of sound reproduction

3. Brand name

2. Physical size of CD unit

4. Durability of unit

EXAMPLE OF Itemized RATING SCALE:

EXAMPLE OF Constant Sum RATING SCALE:

Please divide 100 points between the following attributes of compact disc players according to the relative importance of each attribute to you.

Quality of sound reproduction

Physical size of CD unit

Brand name

Durability of unit