- Week 7 Marketing Research - 2 survey research

13 waitperson opposite words or phrases that describe

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13 Waitperson Opposite  words or phrases  that describe (adjectives) Friendly Knowledgeable Quick to respond Careless Neat appearing Caring Unfriendly Uninformed Slow to respond Attentive Un-kept Uncaring
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14 Friendly              ____  ____  ____  ____  ____  ____  ____ Knowledgeable    ____  ____  ____  ____  ____  ____  ____ Quick to respond ____  ____  ____  ____  ____  ____  ____ Careless              ____  ____  ____  ____  ____  ____  ____ Neat-appearing    ____  ____  ____  ____  ____  ____  ____ Caring                ____  ____  ____  ____  ____  ____  ____ Unfriendly Uninformed Slow to respond Attentive Un-kept Uncaring Often use seven separators. Randomly flip the positive and negative ends to avoid the  acquiescence bias.
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15 Stapel A single word or phrase  that  could be used to describe an  object  (single adjective) Stimulus Response Indicate how  accurately the  word(s) describe the  object
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16 Waitperson Single adjectives  or phrases Friendly Knowledgeable Quick to respond Careless Neat appearing Caring -5    -4    -3    -2    -1    +1    +2    +3    +4    +5 Friendly -5    -4    -3    -2    -1    Friendly   +1    +2    +3    +4    +5
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17 Itemized Rating Stimuli:  1. How  important ? 2. How do you  evaluate Rate ? 3. To what degree do you  like prefer, want   something? 4. How  satisfied  are you? 5. To what degree were your  expectations  met ? 6. Etc., etc.
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18 7 =Extremely satisfied 6 =Very satisfied 5 =Somewhat satisfied 4=Neither 3 =Somewhat dissatisfied 2 =Very dissatisfied 1 =Extremely dissatisfied 5 =Very satisfied 4 =Satisfied 3 =Somewhat satisfied 2 =Dissatisfied 1 =Very dissatisfied Satisfaction 7 points Satisfaction 5 points Itemized Rating 5 =Very 4 =Quite 3 =Moderately 2 =Slightly 1=not at all  2 =Much higher   1 =Slightly above  0 =Met -1 =Slightly below -2 =Far below 5 =Excellent 4 =Good 3 =Just OK 2 =Poor 1 =Terrible Expectations Met Importance Rating
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19 Types of  Measurement Scales Comparative Multiple Response Single Response Rank Order Noncomparative Stapel Semantic Differential Likert Itemized Rating
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20 1. A ll—forced  r anking 2. Top items 3. O ne Rank Order Stimulus A question,  command, or request  and instruction Response
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21 1. Short items (few words) 2. Few items—6 to 8—when  ranking all or top items 3. Clear instruction Rank Order
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22 Rank Order—All Below are six characteristics of women’s tennis sportswear.   Please rank the characteristics from 1 to 6 , with 1 being the  most important to you and 6 being the least important.
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