Market Research

1. What are the major decisions involved in constructing an itemized rating scale?

2. How many scale categories should be used in an itemized rating scale? Why?

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3. What is the difference between balanced and unbalanced scales? Give an example of each.

1. What is a semantic differential scale? For what purposes is this scale used? Give an example.

2. Describe the Likert scale. Give an example.

3. What are the differences between the Stapel scale and the semantic differential scale? Which scale is more popular?

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