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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
Research Methodology Chapter 8 & 9.
Measurement and Scaling: Noncomparative Scaling Techniques.
Chapter Ten. Figure 10.1 Relationship of Noncomparative Scaling to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship.
Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action.
Copyright © 2010 Pearson Education, Inc. 9-1 Chapter Nine Measurement and Scaling: Noncomparative Scaling Techniques.
QUESTIONNAIRES ORANGE BOOK CHAPTER 9. WHAT DO QUESTIONNAIRES GATHER? BEHAVIOR ATTITUDES/BELIEFS/OPINIONS CHARACTERISTICS (AGE / MARITAL STATUS / EDUCATION.
Indexes, Scales and Typologies. Content validity Achieved by including all the dimensions of a concept Most non-demographic variables require more than.
Likert Scale Devendra Research Scholar Department of Studies in Library and Information Science, University of Mysore, Mysore
Question Development. Steps in the Measurement Process The researcher must determine which level is appropriate for the data that will contribute to management.
Scaling. Why do we assign numbers to characteristics of objects? What is scaling. What is a nominal scale and what is it used for in Marketing Nominal.
EXAMPLE OF Likert Scale Strongly Disagree Agree Neither Agree nor Disagree Strongly Agree The celebrity endorser is trustworthy. The celebrity endorser.
Chapter Ten Chapter 10.
CH. 9 MEASUREMENT: SCALING, RELIABILITY, VALIDITY
Comparative Scaling. Some Key Concepts Measurement –Assigning numbers or other symbols to characteristics of objects being measured, according to predetermined.
8: Measurement and Scaling. 8-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of.
Some Approaches to Measuring Hypothetical Constructs (e.g. Attitudes) Following are approaches that have been used to measure psychological constructs:
Scaling, Reliability and Validity
Attribution of blame scale. Attribution A meaning given to a behaviour, an explanation A meaning given to a behaviour, an explanation.
Non Comparative Scaling Techniques
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