MKTG 301 Survey Design

What brand of soft drink do you typically buy

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Unformatted text preview: cale Can people retrieve the relevant information? • How many ounces of alcohol did you consume last year? interpret question retrieve information & form judgment map judgment onto response scale How do people select responses? • How successful are you on a scale from 1 to 10? interpret question retrieve information & form judgment map judgment onto response scale Effects of response scale format How successful have you been in life ? 0 1 2 3 4 5 6 7 8 9 very not at all -5 not at all -4 -3 -2 1 10 0 1 2 3 4 5 very Response scale may provide cues as to the expected or "normal" levels of a behavior How many times do you floss in a typical day ? 0 1 2 3 4 5 6 7 8 9 10 >10 How many times do you floss in a typical year ? 0 1 2 3 4 5 6 7 8 9 10 >10 How likely are you to develop gum disease? How m...
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