MK 370 Lecture Notes - Lecture 10: Potato Chip, Guacamole, Likert Scale
22 Aug 2016
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Open-ended: does not have given response options: unprobed (seeks no additional info from respondent; ask for comment or statement), probed (includes follow-up questions to get info beyond first comments) Ex: can you think of anything more? . Close-ended/categorical: lists response options that can be answered quickly and easily: dichotomous/dual choice: two response options (yes or no), multiple choice: more than two response options. Scaled-response: uses a continuum to measure attributes of some construct under study: natural: respondent uses a readily understood measure (years, dollars, etc), synthetic: 7-point scale, amount of agreement, etc. Structure: pyramid (starting with closed, ending with open) Diamond (starting with closed, going to open, ending with closed) Example: idaho potatoes, ltd. developed a new guacamole-flavored potato chip and wanted to ascertain the national sales potential for this unique offering. Design a survey to obtain the information desired. Nature of the property being measured: ex: gender = dichotomous; liking for chocolate = scale.
