Even-Point or Odd-Point Measurement Scales - Assignment Example

Even-point or Odd-Point Measurement Scales Introduction A manufacturer may conduct research to introduce a product inthe market by use of questioners and employ either Likert Scale or Semantic differential scale. Either can be an odd point or even point scale.Merits of odd-point It provides the respondent with a range of option including where the defendant can remain neutral. It is advantageous, as the respondent is not put in an awkward situation where he/she must give an answer from either of the extremes.

However, respondent may not be in either extreme. Secondly, it removes the prejudice against one extreme, as there is a neutral position (Penwarden, 2014).Merits of Even-Pointit does not provide a neutral position, and the respondent must take a position. It is advantageous when dealing with two different products that you want to choose from (Penwarden, 2014).Recommendation Odd-point is in conducting market research on carbonated and non-carbonated energy drinks. This is because it will eliminate the bias of a respondent giving a response either for or against both drinks only.

Even- point Likert scale on value extremely satisfiedslightly satisfiedmoderately satisfiedNot satisfied When I drink energy drink I feelvery muchslightlyModeratelyvery littleEnergy drink revitalizesStrongly agreeagreeSomewhat disagree disagreeStrongly disagreeThe energy drink is very importantOdd-point semantic differential scale on the preference of carbonated drinks to non-carbonated drinksHow would you prefer the carbonated energy drinks to non-carbonated energy drinksFrom 1-3 is not preferred.

From 4-5 is preferredN/A Does not apply1 2 3 4 5 1.Making you feel revitalized after drinking2.Making you feel healthy after drinking3.Health standards of the drink4. Cost of purchase5.Expiry periodReference Penwarden. R (2014), Odd or Even? The Ongoing Debate of Neutral Rating Scales. Retrieved: .12.12.2014.