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Summary MKTG 400 Week 4 Assignment.docx MKTG400 Week 4 Homework Assignment American Public University MKTG400: Marketing Research Week 4 Homework Assignment Compare and contrast the semantic differential, Stapel scale, and Likert scale. Under what conditio

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MKTG 400 Week 4 A MKTG400 Week 4 Homework Assignment American Public University MKTG400: Marketing Research Week 4 Homework Assignment Compare and contrast the semantic differential, Stapel scale, and Likert scale. Under what conditions would a researcher use each one? The semantic differen...

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MKTG400
Week 4 Homework Assignment
American Public University

MKTG400: Marketing Research

Week 4 Homework Assignment

Compare and contrast the semantic differential, Stapel scale, and Likert scale. Under what

conditions would a researcher use each one?

The semantic differential scale measures the connotative meaning of things (Glen,

2016). For instance, the English word “heart” is the organ in the human body that pumps the

blood flow throughout your body. Yet its connotative meaning is love or heartache (Glen,

2016). The semantic differential scale is used to measure people’s feelings toward a certain

subject. For example, I want to measure my teams’ attitude to the word “work” using a 1 thru

5 scale, 1 being boring and 5 being interesting.

A Stapel scale is a rating scale that is close ended with a single adjective (unipolar),

developed to gather respondent insights about a particular subject or event (QuestionPro, n.d.).

The survey question if comprised of an even number of response options without a neutral point

(QuestionPro, n.d.). The Stapel scale can be described as a unipolar 10-point nonverbal rating

scale ranging from +5 to -5 which measures direction and intensity simultaneously (Hawkins,

1974). An example of the Stapel scale questions in a survey is the competency level of a

respondent’s supervisor on some basic skills. Rating their ability to operate technology,

interpersonal skills, and/or organization skills. The scale would read +2 being very good, +1, -1,

and -2 being very poor (QuestionPro, n.d.).

The Likert scale is a five- or seven-point scale which is used to allow the individual to

express how much they agree or disagree with a particular statement (McLeod, 2019). A Likert

scale assumes that the strength/intensity of an attitude is linear, i.e. on a continuum from strongly

agree to strongly disagree and assumes that attitudes can be measured (McLeod,

, 2019). The Likert scale is also capable of measuring frequency ,

Where the semantic differential scale measures connotative meaning, the stapel scale is

more standalone questions where each line item is one unique adjective (QuestionPro, n.d.). The

differences between semantic differential scale and stapel scale is the presence of only one

adjective in between a positive and negative category rather than having two opposing adjectives

(QuestionPro, n.d.).

Develop a Likert scale to evaluate the parks and recreation department in your city.

I go to parks and recreation often (This will weed out respondents we do not want targeted).

A. Strongly Agree B. Agree C. Unsure D. Disagree E. Strongly Disagree

More often than not, I don’t have issues with other park-goers.

A. Strongly Agree B. Agree C. Unsure D. Disagree E. Strongly Disagree

The parks and recreation are clean and free of litter.

A. Strongly Agree B. Agree C. Unsure D. Disagree E. Strongly Disagree

I feel safe at the park, i.e. walking trails, playgrounds, courts, hiking, gazebos

A. Strongly Agree B. Agree C. Unsure D. Disagree E. Strongly Disagree

I have fun and enjoy myself at the park.

A. Strongly Agree B. Agree C. Unsure D. Disagree E. Strongly Disagree Assume

that you are developing a questionnaire for a new sandwich for McDonald's. Use this

situation to outline the procedure for designing a questionnaire.

I would start with some basic questions such as “Do you eat fast food at McDonald’s?”

a. Often b. Sometimes c. Seldom d. Never and “How often do you order chicken

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