Chapter10 - Measurement in Marketing Research Scale Basic...

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Measurement in Marketing Research Scale
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Ch 10 2 Basic Question-Response Formats Open-ended Closed-ended Scaled-response
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Ch 10 3 Basic Question-Response Formats Open-Ended Open-ended question presents no response options to the respondent.
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Ch 10 4 Basic Question-Response Formats Open-Ended: Unprobed Ex: “What was your reaction to the Sony DVD ad you last saw on TV?” Unprobed format seeks no additional information Advantage: Allows respondent to use his or her own words Disadvantages: Difficult to code and interpret Respondents may not give complete answers
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Ch 10 5 Basic Question-Response Formats Open-Ended: Probed Ex: “Did you have any other thoughts about the ad?” Probed format includes a response probe instructing the interviewer to ask for additional information Advantage: Elicits complete answers Disadvantage: Difficult to code and interpret.
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Ch 10 6 Basic Question-Response Formats Closed-Ended Closed-ended question provides options on the questionnaire that can be answered quickly and easily.
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Ch 10 7 Basic Question-Response Formats Closed-Ended: Dichotomous Ex: “Do you agree or disagree with the statement ‘Sony is better than Panasonic?” Dichotomous has only two response options, such as “yes” or “no” Advantage: Simple to administer and code Disadvantage: May oversimplify response options
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Ch 10 8 Basic Question-Response Formats Closed-Ended: Multiple Category
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Chapter10 - Measurement in Marketing Research Scale Basic...

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