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survey design and measurement serena's notes

The rules for assigning numbers should be

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Unformatted text preview: espondence between the numbers and the characteristics being measured. The rules for assigning numbers should be standardized and applied uniformly. Rules must not change over objects or time. 7 Consider an attitude scale from 1 to 100. Each respondent is assigned a number from 1 to 100, with 1 = Extremely Unfavorable, and 100 = Extremely Favorable. Measurement is the actual assignment of a number from 1 to 100 to each respondent. Scaling is the process of placing the respondents on a continuum with respect to their attitude toward department stores. Primary Scales of Measurement This image cannot currently be display ed. Primary Scales Nominal Scale Ratio Scale Ordinal Scale Interval Scale Nominal Scales • These scales partition data into mutually exclusive and collectively exhaustive categories • If categories are assigned numbers, they act simply as labels mutually exclusive categories. categories themselves are assigned a label, qualitiative analyse, you have to further assign them a n...
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