MKF2121 WEEK5.docx - MKF2121 WEEK5 Questionnaire Design Measurement and Scaling Agenda Basics of Questionnaire Design Scale and scaling Two commonly

MKF2121 WEEK5.docx - MKF2121 WEEK5 Questionnaire Design...

This preview shows page 1 - 2 out of 4 pages.

MKF2121 WEEK5 Questionnaire Design, Measurement and Scaling Agenda • Basics of Questionnaire Design • Scale and scaling • Two commonly used scales: Likert and Semantic Differential Scale Some key concepts • Categorical vs. metric • Scale, scaling, and the four types of primary scales • Likert scale and semantic differential scale When to use descriptive research? Answer specified questions concerning who, what, when, where, why and how about the target population • Identify relationships between variables Recall that most research questions are about variables and their relationships To test these relationships, you need to first measure these variables • Relational – RQs that are about the relationship between two different variables – Example 1 – Does a member’s age affect her frequency of using the fitness center? – Example 2 – Is there an association between awareness of the fitness center’s free classes and member’s frequency of usage? • Comparative – RQs that compare two different variables or measures of the same variable across different groups or scenarios (often between 2 groups) – Example 1 – Does customer’s satisfaction with Crown’s black jack games differ from that with roulettes?
Image of page 1
Image of page 2

You've reached the end of your free preview.

Want to read all 4 pages?

  • Two '16
  • Semantic differential, Crown casino, categorical questions

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture