Retail services image measurement: an examination of the stability of a numerical comparative scale

Abstract

The numerical comparative scale (NCS) is a multi-attribute measurement procedure in which the respondent provides simultaneous comparative ratings of multiple objects (i.e., alternative retail stores, products, etc.) using bipolar scales similar to semantic differential scales. Recent research indicates that scales requiring respondents to rate multiple retail stores on an attribute-by-attribute basis may be vulnerable to rating instability problems resulting from rating context effects. The purpose of this paper, therefore, is to examine the evidence of this potential rating instability problem and to report the results of an experiment designed to test the numerical comparative rating scale under conditions that potentially produce context-induced rating instability. The findings indicate the scale is subject to problems of instability resulting from the multiple-store rating context, Based upon the findings, potential methods of increasing the stability of the scale are explored.

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