Description
1. Compare and contrast the semantic differential, Stapel scale, and Likert scale. Under what conditions would a researcher use each one?
2. Develop a Likert scale to evaluate the parks and recreation department in your city.
3. 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.
4. What are some situations in which a census would be better than a sample? Why are samples usually taken rather than censuses?
Explanation & Answer
Attached please review. Kindly let me know if you have any question. Thank you
Outline
✓ The paper involves comparing and contrasting use of Semantic differential, Stapel scale,
and Likert scale in marketing research.
✓ The paper also gives an example of a Likert scale to evaluate the parks and recreation
department of a city.
✓ Procedure of designing a questionnaire for a new sandwich for MacDonald's.
✓ Circumstances under which a census and sampling would be used in surveying.
References
Russell, G. J. (2010). Itemized Rating Scales (Likert, Semantic Differential, and Stapel). Wiley
International Encyclopedia of Marketing.
Thorvaldsen, G. (2017). Revolutionary census taking. Censuses and Census Takers, 34–53.
Running Head: MARKETING
1
Use of Semantic differential, Stapel scale, and Likert scale in marketing research
Student Name
Professor Name
Course
Date
MARKETING
2
#1
Semantic differential measures the strengths or weaknesses of a product or object based on the
consumers’ attitude. In that regard, researchers use adjective scales of 1 to 7 to describe the
concept under investigation and the result is plotted on a table to indicate the differences in
attitude on a variety of company brands. Market researchers use Semantic differential when there
is a need to understand a trend such as changes in consumer behavior in the market place.
O...
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