MKTG 301 Survey Design

MKTG 301 Survey Design

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 8 7 6 5 4 3 2 1 French Vanilla Red Apple Coconut Peanut Butter Root Beer Bubble Gum Buttered Popcorn Cinnamon Jalapeno S. Daquiri % Positive Experience 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% French Vanilla Red Apple Coconut Peanut Butter Root Beer Bubble Gum Buttered Popcorn Cinnamon Jalapeno S. Daquiri 50 40 30 20 10 10 ^ Â (X ) ij j = 1 0 -50 -30 -10 10 -10 30 -20 -30 -40 Aversive Pleasureable -50 10 Â (R ) ij j = 1 50 70 60 50 40 10 ^ Â ABS(X ij j=1 – Xj) 30 20 10 0 0 10 20 10 30 40 Â ABS(R ij j=1 – Xj) 50 60 70 Measurement • Measurement: assigning numbers to reflect the relative or absolute amount of some property • Goal is to achieve objectivity: "When description gives way to measurement, calculation replaces debate." 4 types of Scales: Categorical: Where do you live? (1) A...
View Full Document

This document was uploaded on 02/15/2014 for the course MKTG 301 at Boise State.

Ask a homework question - tutors are online