Question

3. What kind of scale was used in the survey? Could other types of scales have been used? according to the VALS survey.

Answer 1

Ans: In survey usage, a scale presents the ordered series of response options, presented verbally or numerically. the respondents will select to indicate their level of feeling about the measured attribute from the ordered series. there are different types of scales used in survey method. they are:

1. nominal: By numbers

2. ordinal: in orders

3. interval: in range

4. ratio: in proportionate.

So these are a very popular way of presenting scale techniques.

three different models for survey response scales:

1. Dichotomous: it has two choices that are diametrically opposed to each other.
2. Rating scales: The three most common rating scales are, a) 1–10; b) 1–7, c) 1–5 (or Likert scale).
3. Semantic differential scales: representation of data in the connotative meaning of the respondent’s answers.

VALS ("Values and Lifestyles") is a proprietary research methodology used for psychographic market segmentation. it is more popular in business prospects. Market segmentation guides companies in specializing in their products and services in order to appeal to the customers most likely to purchase them.

VALS defines itself as market-based where the consumers are conscious about their behavior and purchase. So VALS also measures a person's ability to express himself or herself in the marketplace. it identifies the psychological motivations that predict consumer differences.

VALS works efficiently within its given framework. the VALS is having two-stage a) achiever consumer and b) innovators. so the framework it self analysis by the scale points.