MKTG 301 Survey Design

4 types of scales categorical where do you live 1

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Unformatted text preview: rlington (2) Beacon Hill (3) Cambridge (4) Somerville Ordinal: Rank the following colas, from best to worst: (Coke, Meijer, RC, Shaw's,) 1st: Coke 2nd: RC 3rd: Meijer 4th: Shaw's Interval: Rate the 4 brands of colas, on a 10 point scale: S M RC C 0...1...2...3...4...5...6...7...8...9...10 very bad fantastic Ratio: How many cans of Coke did you drink last year? ____ Fresh-Samantha Paradox Fresh Samantha Flavors Average Rating Market Share Carrot 2.7 33% Orange Carrot 3.0 0% Orange 2.3 33% Soy Shake 2.0 33% 1 worst 2 3 4 best Highest average ranking, but 0 market share (4 points) (3 points) 1st Choice 2nd Choice (2 points) (1 point) 3rd Choice 4th Choice (A) Carrot Orange-Carrot Orange Soy Shake (B) Orange Orange-Carrot Carrot Soy Shake (C) Soy Shake Orange-Carrot Carrot Orange 3 cognitive stages in answering a survey question interpret question retrieve information & form judgment map judgment onto response scale Do people interpret the question as intended? • What brand of soft drink do you typically buy? interpret question retrieve information & form judgment map judgment onto response s...
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This document was uploaded on 02/15/2014 for the course MKTG 301 at Boise State.

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