LEARN ABOUT SCALES: STAPEL, LIKERT AND SEMANTIC DIFFERENTIAL
In this article, we will learn about three popular opinion measurement methods in social research: the Stapel scale, the Likert scale, and the Semantic Differential scale. Learn how each scale works, how to use them in measurement, and examples of their applications. Read the article to better understand these important tools and how they can be applied in research and evaluation.
(Source: Russell (2010))
The Stapel scale is a method of measuring user attitudes used in the field of social research. It was developed by Dutch psychologist Gerardus T.M. Stapel.
The Stapel scale can be used to assess participants’ opinions, feelings, or judgments about a specific issue. This scale takes the form of a monotonous strip with a straight axis passing through its center. Scores on the Stapel scale are not clearly defined, but typically range from -5 to +5 or -7 to +7.
For example, suppose you want to gauge user opinions about a particular product, such as a cell phone. You can use the Stapel scale to measure factors such as satisfaction, performance, design, value and features of that product.
You can provide a question like “Please rate your level of satisfaction with this phone” and ask participants to place a score on the Stapel scale from -5 to +5. They can evaluate by placing scores on a straight axis, such as placing a score of +3 to indicate high satisfaction.
The Stapel scale makes it possible to quickly collect qualitative information from participants and analyze the data in a relatively simple way.
The Likert scale is a popular method in social research for measuring participants’ views, opinions, or judgments. Named after the American psychologist, Rensis Likert, this method is often used in surveys and social research.
A Likert scale uses a set of questions or statements that participants rate by selecting a degree of agreement or disagreement with each statement. Usually, the Likert scale has 5 or 7 levels, from completely agree to completely disagree.
For example, a question on a Likert scale might be “I am satisfied with the quality of company X’s customer service.” Participants will choose a level of agreement or disagreement, for example from “Strongly agree” to “Strongly disagree”. These rating levels are assigned scores from 1 to 5 or 1 to 7, depending on the number of levels used.
Compared to the Stapel scale, the Likert scale measures the degree to which participants agree or disagree with specific statements. It allows data to be collected on participants’ agreement or disagreement with specific statements, while the Stapel scale provides a more universal assessment on a straight axis.
The Semantic Differential Scale is a method of measuring attitudes and judgments used in social research and linguistics. This method helps measure the relative aspects of an object or concept through collecting opposite words that describe it.
The Semantic Differential scale asks participants to rate an object by placing a mark on a monotonous range between two opposite words. Often these opposing words are at either end of the scale. The words chosen should reflect the relative aspects of the subject the researcher wants to evaluate.
For example, to gauge opinions about a product, a researcher might use a Semantic Differential scale and ask participants to rate aspects such as “modern – classic”, “value – expensive”. red”, “easy to use – complex” by marking on a strip between opposite words.
The contrasting words and scales used in this method depend on the research object and the goals of the research. For another example, in the field of linguistics, the Semantic Differential scale can be used to evaluate properties of words such as “simple – complex”, “friendly – quirky” and “harmonious – conflict”.
The Semantic Differential scale helps collect qualitative data and measure differences in participants’ opinions and judgments. It provides information about relative dimensions and helps to better understand participants’ opinions and feelings about a particular object or concept.
References:
Hawkins, D. I., Albaum, G., & Best, R. (1974). Stapel scale or semantic differential in marketing research? Journal of Marketing Research, 11(3), 318–322.
Russell, G. J. (2010). Itemized rating scales (Likert, semantic differential, and Stapel). Wiley International Encyclopedia of Marketing.
