In this article, you will learn about the multi-item scale.
More than one attribute related to the stimulus object can be measured by using a multi-item scale. There are multiple items on the rating scale, each of which is a single question or a statement to be assessed.
Examples of multi-item scales include Likert, Semantic Differential and Stapel scales that include multiple items for assessing the respondent’s feelings about an object. The development of a multi-item scale necessitates technical expertise. An example of how it might be constructed is provided in the following
- Step 1: Develop theory
- Step 2: Pool of items generation
- Step 3: Selection of Items as per the requirement
- Step 4: Pretesting by collecting data
- Step 5: Data Analysis
- Step 6: Scale development
- Step 7: Collect data from target population
- Step 8: Check reliability, validity and generalizability
- Step 10: Scale finalization
Research begins with the development of a theoretical framework for the subject matter. At a higher level of abstraction than everyday concepts like brand loyalty, attitude, product involvement, satisfaction, and so on exist, a construct refers to a concept of this nature.
The next step in the research process is to develop a theoretical definition of the construct that clearly states or defines the concept or central idea of interest. To do this, you’ll need a theory of the construct that can be tested empirically.
For the construction of a scale, as well as for the interpretation of the results, a well-defined theory is necessary. There are many ways to show that a person is committed to a brand, such as when they consistently purchase a product from that company.
There must be a way to operationalize the concept so that it meets the theoretical definition. What this means in practice is that the operational definition specifies the observable characteristics or attributes that will be assessed and the corresponding numerical scores.
People who show positive attitudes and have purchased the same brand of toothpaste at least five out of their last six purchases are said to be brand loyal in the tea industry.
The initial pool of scale items is generated based on theory, secondary data analysis, and qualitative research in the following stage.
Scale items are reduced from the original list based on a qualitative assessment of experts by a researcher and other members of the research team. Quantitative reductions are made to the reduced scale items because they are still too large to be considered scales.