since the 1920s to study attitudes and, to a lesser
extent, psychophysical and psychometric behavior
(White, 1926; Thurstone, 1927; Thurstone, 1928).
The ordinal scales most used in practice are ‘sum-
mated’ scales and one of the first successful proce-
dures to obtain an ordinal variable, whose values de-
note the intensity level of its denoted concept, was
proposed by Likert (1932) to measure attitudes and
opinions through statements. The intensity of each
statement was rated with graduated response keys
(modalities), originally seven: strongly agree, mildly
agree, agree, uncertain, disagree, mildly disagree, and
strongly disagree (seven-point Likert scale). Sub-
sequently, the alternatives containing “mildly” were
dropped, obtaining a five-point scale. The neutral
point presents a theoretical and empirical, unsolved
issue because many results do not give strong indica-
tions about the advisability of its presence/absence. It
is often eliminated (Schuman and Presser, 1996).
Let i be an index denoting the interviewed sub-
ject. Let j be an index denoting a concept, and k, a
statement or item about the j-th concept. The cor-
responding score, y
i jk
, belongs to {1, ... M} ⊂ N for
any statement favorable to the concept and it belongs
to {M, . . . 1} ⊂ N for any statement not favoring the
concept, where M is the number of points of the scale
(5 or 7) and N is the set of natural numbers. The j-
th concept is often measured through K
j
items (vari-
ables), forming a battery and semantically connected
to it. Each item, k, has a Likert scale with M
k
modali-
ties, in general, but often M
k
is the same for all items.
The answer of the i-th respondent gives an outcome
x
i jk
in (1, 2, 3, 4 [, 5, 6, 7]). The sum (x
i j
) or the mean
( ¯x
i j
) of the K
j
natural numbers yields a measure of the
intensity of the j-th concept
(a) x
i j
=
∑
K
j
k=1
x
i jk
or
(b) ¯x
i j
= (1/K
j
)
∑
K
j
k=1
x
i jk
(1)
The sum is sometimes rescaled to one (or ten), y
i j
,
through the expression y
i j
= (x
i j
− x
min j
)/(x
max j
−
x
min j
), for the i-th individual and the j-th concept,
where the x
min j
and x
max j
are, respectively, the max-
imum and the minimum of x
i j
in the data set. But, this
calculus is not admissible as the average and the sum
because the device generates only ordinal data.
The semantic differential scale is another ordinal
scale (Osgood, 1952; Osgood et al., 1957) and in its
usual or standard format, it consists of a set of seven
categories, but they may vary in number, associated
with bipolar adjectives or phrases. For each bipolar
item, the respondent indicates the extent to which one
descriptor represents the concept under examination.
The semantic differential scale is aimed at measur-
ing direction (with the choice of one of two terms,
such as ‘useful’ or ‘useless’) and extent/amount (by
selection of one of the provided categories express-
ing the intensity of the choice). The volume of mea-
surements is generally high and the interpretation of
the results of word scales is theoretically based on
three factors (‘evaluation’, ‘potency’, and ‘activity’),
which involves fairly complex analyses requiring ex-
pensive data-processing procedures. Therefore, the
objectives of these theoretical scales may necessarily
involve long-term research, limiting their applicabil-
ity or often subjecting them to simplified analysis and
thus reducing some of their potential (Yu et al., 2003).
The Stapel scale is a ten-point non-verbal rating
scale, ranging from +5 to -5 without a zero point and
measuring direction and intensity simultaneously. It
has been stated that “it cannot be assumed that the in-
tervals are equal or that ratings are additive” (Crespi,
1961), but the Stapel scale is used under the same as-
sumptions as the Likert scale. With respect to seman-
tic differential, the Stapel scale presents each adjec-
tive or phrase separately and the points are identified
by number. The use of a ten-point scale is more intu-
itive and common than the seven-point scale.
The self-anchoring scale is another type of ordinal
scale and, in its usual or standard format, it consists of
a graphic, non-verbal scale, such as the ten-point lad-
der scale (Kilpatrick and Cantril, 1960; Cantril and
Free, 1962), where respondents are asked to define
their own end points (anchors). The best is at the top,
if the ladder is in vertical position (case 1), or at the
right, if the ladder is in horizontal position (case 2).
The worst is at bottom in the first case and on the
left in the second case. It is a direct outgrowth of the
transactional theory of human behavior in which the
‘reality world’ of each of us is always to some extent
unique, the outcomes of our perceptions being con-
ceived as ongoing extrapolations of the past related to
sensory stimulation. The scale may solve some prob-
lems and biases typical of category scales, but it is
often used as fixed anchoring rating scale, where the
anchor of the scale is already defined, assuming, im-
plicitly, the existence of an objective reality.
The feeling thermometer scale was developed by
Clausen for social groups and was first used in the
American National Election Survey (ANES), 1964. It
was later modified by Weisberg and Rusk (1970). Its
format is like a segment of a 0-to-100-degree temper-
ature scale, which reports some specific values. In the
evaluation of political candidates, it was “a card list-
ing nine temperatures throughout the scale range and
their corresponding verbal meanings as to intensity
of ‘hot’ or ‘cold’ feelings was handed to the respon-
dent” (Weisberg and Rusk, 1970).
Roughly speaking, the Stapel, self-anchoring, and
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