In a short essay, list and discuss the three commonly used itemized rating scales in marketing. Include at least one advantage and one disadvantage of each itemized rating scale to support your answer

What will be an ideal response?

a. The Likert scale is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to a stimulus object. The Likert scale has several advantages that include being easy for the researcher to construct and administer and being easy for the respondent to understand. The major disadvantage is that it takes longer for respondents to complete than other itemized rating scales.
b. The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning. When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of these bipolar adjectives, such as cold and warm. The advantage of this scale is its versatility. The major disadvantage is the difficulty in determining the appropriate bipolar adjectives required to construct the scale.
c. The Stapel scale measures attitudes that consist of a single adjective in the middle of an even-numbered range of values. Respondents indicate how accurately or inaccurately each term describes an object by selecting the number that is appropriate. The higher the number, the more accurately the adjective describes the object. The advantage of this scale is that it is simple to use. However, some researchers consider the Stapel scale's disadvantage to be that it is confusing and difficult to apply.