Saylor URL: http://www.saylor.org/books Saylor.org
Matrix and Rating Types
These types of questions can be used to quantify qualitative data. Respondents are asked to rank behavior
or attitude. Take the following example:
The eMarketing textbook Web site is a useful tool for further studies.Figure 18.5 Different Types of Rating Scales
Or
The eMarketing textbook Web site is a useful tool for further studies.Figure 18.6
Rating scales can be balanced or unbalanced. When creating the questions and answers, choosing
balanced or unbalanced scales will affect whether you are collecting data where someone can express a
neutral opinion or not.