---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-056.html"
title: "Basic Non-Comparative Scales"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 56
---

# Basic Non-Comparative Scales

*Overview*

| Scale | Description | Examples | Pros | Cons |
|------|------|------|------|------|
| Continuous Rating Scales | Mark on a continuous line | Reactions to TV commercials | Easy to construct | Manual (non-computer-based) analysis can be very tedious |
| Likert Scalediscrete | Degree of agreement on a scale from 1 (strongly disagree) to 5 (strongly agree) | Measuring attitudes | Easy to understand, use and construct | More time-consuming |
| Semantic Differentialdiscrete | Bipolar, seven-point rating scale with opposing adjectives at the poles | Brand, product and company image | Versatile | No indication of whether the data are interval-scaled |
| Stapel Scalediscrete | Unipolar ten-point scale from −5 to +5 without a neutral point (0) | Measuring attitudes and image | Easy to construct and to use in telephone surveys | Sometimes confusing and difficult to apply |

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*Slide 56 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*