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Researchers must be Open Friendly Non-judgemental Questions must be Ordered correctly Designed for reliability and validity
Ask towards end of interview Social attitudes Sexual activity Drug/alcohol use
Semantic differential: rate on a 7 point scale an item on various attributes. Each attribute requires a scale with bipolar terminal labels
Likert: indicate the amount of agreement or disagreement (from strongly agree to strongly disagree) on a five- to nine-point scale Helps determine feelings
Stapel: unipolar ten-point rating scale. It ranges from +5 to −5 and has no neutral zero point.
Balanced: equal number of positive/negative responses
Non Comparative Scaling Techniques
MEASUREMENT OF VARIABLES: OPERATIONAL DEFINITION AND SCALES
Chapter Ten Chapter 10.
Measurement and Scaling: Noncomparative Scaling Techniques.
Measurement & Attitude Scaling Chapter 10. Measurement Scaling Concept Operational Definition Conceptual Definition Rules.
Chapter10 Measurement in Marketing Research. The Measurement Process Empirical System (MKT Phenomena) Abstract System (Construct) Number System measurement.
Scaling and Attitude Measurement in Travel and Hospitality Research Research Methodologies CHAPTER 11.
Chapter 7 Measurement and Scaling Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Measurement & Scaling Techniques Presented By:- Angarika Acharekar (01) Priya Gate (10) Yeseul Jo (12) Pradnya Juvekar (13) Ruchira Koyande (17)
Copyright © 2010 Pearson Education, Inc. 9-1 Chapter Nine Measurement and Scaling: Noncomparative Scaling Techniques.
EXAMPLE OF Likert Scale Strongly Disagree Agree Neither Agree nor Disagree Strongly Agree The celebrity endorser is trustworthy. The celebrity endorser.
Chapter Twelve Copyright © 2006 McGraw-Hill/Irwin Attitude Scale Measurements Used In Survey Research.
Chapter Ten. Figure 10.1 Relationship of Noncomparative Scaling to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship.
Question Development. Steps in the Measurement Process The researcher must determine which level is appropriate for the data that will contribute to management.
CH. 9 MEASUREMENT: SCALING, RELIABILITY, VALIDITY
Lecture 6 Measurement and Scaling: Noncomparative Scaling Techniques.
Scaling and Index Construction
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