survey design and measurement serena's notes

Seg 3 there is no one clear dominate attribute

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Unformatted text preview: 100 seg 2: fragrance has no importance at all. seg 3: there is no one clear dominate attribute. Noncomparative Rating Scales Noncomparative Rating Scales Continuous Rating Scales Itemized Rating Scales Semantic Differential Stapel Likert Continuous Rating Scale Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. The form of the continuous scale may vary considerably. itemized. values that are along the line. this is great with online software. if this is paper, its hard to rank and you have to measure it with How would you rate Sears as a department store? ruler. it allows respondents to respond true to how they are really Version 1 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Probably the best feel Version 2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - Probably the best 0 10 20 30 40 50 60 70 80 90 100 12 most...
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