MCS 3030 Chapter Notes - Chapter 4: Flowchart, Jargon

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3030
• Professor: lloydhetherington

Document Summary

Dichotomous question- a question with two possible responses. Choosing response format that you use for collecting information from respondent. Figuring out how to word the question to get at the issue of interest. Interval-level response format-response measured on interval level, where the size of interval between potential response values is meaningful (most 1 to 5 rating responses considered interval level) Semantic differential-scaling method in which the respondent assesses an object on a set of bipolar adjective pairs. Guttman scale-respondents check each item with which they agree (usually cumulative-if agree with one of them, usually agree with all above it in same list) Filter or contingency question- respondents to determine whether they are qualified or experienced enough to answer a subsequent one. Try to avoid more than three levels for any one question (too many will confuse respondents and may discourage them for continuing with survey) If there are only two levels, use graphics to jump.