ADV 150 Lecture Notes - Lecture 25: A.D. Vision
20 Oct 2016
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Generate data (cid:873)describing(cid:874) composition and characteristics of relevant groups. Answer who, what, when, where and how questions. Identify or classify objects, people, events, or groups. Collective exhaustive must fit somewhere even if that means (cid:873)none of the above(cid:874) or (cid:873)other(cid:874) #s have meaning, but it is limited (cid:873)rank order(cid:874) common. Numbers have big meaning - magnitude & distance. Can give a lot of info about brands. Adjective checklist - check the adjectives that describe _________ Multiple choice, multiple response - check any alternative you like. Multiple choice, single response - check only one alternative. Linear numeric - items judged on single dimension [ can compare how important something is to how it performs ] Likert - agree or disagree ; states issue or opinions. Verbal frequency - how often people do something. Semantic differential - bipolar words connected by a scle. Multiple rating matrix - everything adds up; learn amount of resources devoted to an activity.
