2. EXAMPLE OF Likert Scale Strongly Disagree Agree Neither Agree nor Disagree Strongly Agree The celebrity endorser is trustworthy. The celebrity endorser is an expert on the product. The celebrity endorser is attractive. The celebrity endorser is knowledgeable about the product. 1. 2. 3. 4.

3. EXAMPLE OF Semantic Differential SCALE Trustworthy Some- Some- Extremely Quite what Neither what Quite Extremely Not Trustworthy ExpertNot Expert Knowledgeable Not Knowledgeable Celebrity Endorser :::::: :::::: AttractiveUnattractive :::::: ::::::

4. EXAMPLE OF ___Stapel__________ SCALE -5 -4 -3 -2 -1 +1 +2 +3 +4 +5 The celebrity endorser is trustworthy. The celebrity endorser is an expert on the product. The celebrity endorser is attractive. The celebrity endorser is knowledgeable about the product. 1. 2. 3.3. 4.4.

5. EXAMPLE OF Graphic Rating Scale Please evaluate each of the following attributes of compact disc players according to how important the attribute is to you personally by placing an “X” at the position on the horizontal line that most accurately reflects your feelings. Attribute Extremely Important Not Important 1.Quality of sound reproduction 3. Brand name 2. Physical size of CD unit 4. Durability of unit

6. Please evaluate each of the following attributes of compact disc players according to how important the attribute is to you personally by placing an “X” in the appropriate box. Not Important Fairly Unimportant Fairly Important Extremely Important 1. Quality of sound reproduction 3. Brand name 2. Physical size of CD unit 4. Durability of unit EXAMPLE OF Itemized RATING SCALE:

7. EXAMPLE OF Constant Sum RATING SCALE: Please divide 100 points between the following attributes of compact disc players according to the relative importance of each attribute to you. Quality of sound reproduction Physical size of CD unit Brand name Durability of unit