Marketing

1. What are multi-item scales? Give an example.

2. What is reliability?

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3. What are the differences between test–retest and alternative-forms reliability?

1. Should an odd or even number of categories be used in an itemized rating scale? Why? When?

2. What is the difference between forced and nonforced scales? Give an example of each.

3. How does the nature and degree of verbal description affect the response to itemized rating scales?

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