1. Graphical rating
This rating scale is used to checks off the performance of the products, employee among other varied things (Martin 2010). It is one of the oldest methods that have been used for performance appraisal.
|country||Preference of instant coffee by %||Preference of coffee by scale index|
Graphical rating scale for preferences of instant coffee according to Synovate Research
5 – Highly preferred 4 – Preferred 3 – Indifferent 2 – Not preferred 1 –Highly not preferred
2. Itemized rating for coffee
These scales have number of brief description that is associated with each category. The most common of these scales are likert, sementic, staple, multiple dimensions, Thurston and Guttman (MSG Team. 2008)
Sementic differential scale for coffee
1 2 3 4 5 6 7
3. Rank-order preference scale for mocha, espresso, latte, medium regular coffee, mild regular coffee and cappuccino
Rank-order preference scale is a scale that offers respondent a set of items as given above to put them in some order according to the preferences.
The following will be used;
A – Most preferred
B – Preferred
C – Next preferred
D –least preferred
|Type of coffee||Rank order preference|
|Medium regular coffee
Mild regular coffee
4. A Stapel scale
This is a scale process where items are categorized through distinctive features. The respondent ranks the items from +5 to -5 where positive numbers describe that item accurately while negative numbers are used where the description of that item is seen as not accurate (MSG Team. 2008). It is normally represented vertically. However, we will use the additional factor in itemized rating that was previously done. From the additional factor;
Sociability and taste = 25
Cost = 21
Therefore, the most suitable way the coffee is used for according to the research is sociability and the taste of the coffee. It is followed by the taste and cost consecutively.
5. Likert scale for coffee This is a rating scale where the respondent is asked to indicate the degree of agreement and disagreement with each series of statement. For every scale, there are five responses that ranges from strongly agree to strongly disagree.