Term
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Definition
- focus on requiring respondents to provide some type of DESCRIPTOR as the raw response
Please indicate your current marital status- check married, single, single never married, and widow
Modes and frequency distributions |
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Term
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Definition
- allows respondent to express relative magnitude between the raw responses to a question
Which one statement best describes your opinion of an Intel PC processor
Lower than AMD’s PC processor
About the same
Higher than
Plus modes and frequency distributions |
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Term
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Definition
- demonstrate the absolute differences between each scale point
How likely are you to recommend the Santa Fe Grill to a friend?
Definitely will not Definitely Will
1 2 3 4 5 6 7
means and estimated standard deviations as the sample statistic |
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Term
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Definition
allow for the identification of absolute differences between each scale point and absolute comparisons between raw responses
Please circle the number of children under 17 years of age currently living in your house
01234567 if more than 7 please specify
means and estimated standard deviations as the sample statistic |
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Term
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Definition
| ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral belief statements about a given object |
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Term
| Semantic Differential Scale |
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Definition
| unique bipolar ordinal scale format that captures a person’s attitudes and or feelings about a given object |
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Term
| behavioral intention scale |
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Definition
| - special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame |
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Term
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Definition
| - format that requires a judgment comparing one object, person, or concept against another on the scale |
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