BUS 402 Lecture Notes - Lecture 4: Semantic Differential, Volkswagen Jetta

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18 Jun 2017
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Variables that are not directly observable but are measurable through indirect indicators, such as verbal expression or overt behavior. A measurement task that requires respondents to rank order a small number of stores, brands, or objects on the basis of overall preference or some characteristic of the stimulus. A measurement task that requires respondents to estimate the magnitude of a characteristic or quality that a brand, store, or object possesses. A measurement task that presents a respondent with several objects or product concepts and requires the respondent to arrange the objects into piles or classify the product concepts. A measurement task that identifies preferences by requiring respondents to choose between two or more alternatives. The purpose of an attitude scale is to find an individual"s position on the continuum. A rating scale that consists of several response categories, often providing respondents with alternatives to indicate positions on a continuum.

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