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05 Measurement and Scaling Slides

1 measurement scaling slides 10213 measurement

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Unformatted text preview: ot the objects or events themselves. 1 Measurement & Scaling Slides 10/2/13 !  Measurement entails: !  identifying attributes of interest !  assigning a scale for measuring the attributes !  applying the scale on objects !  minimizing error in this process Measurement Steps !  Identify the component(s) you want to measure 1! !  Cognition !  Affect !  Action Awareness COGNITION Information Search Preference AFFECT Intention ACTION Behavior 2 Measureme...
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