Principles of Survey Research
Chapters
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Chapter 1: Introduction
Chapter 2: Survey: Measurement and Scaling
Chapter 3: Questionnaire
Chapter 4: Sampling
Chapter 5: Data Analysis: A Concise Overview of Statistical Techniques
Chapter 6: Advanced Techniques of Market Analysis
Chapter 7: Reporting Results
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Chapter 2 · Survey: Measurement and Scaling · Slide 21/274
Scaling
Scaling — involves a continuum on which the measured objects are placed.
2.1 · Introduction
Basic Concepts
Scaling
Scaling
— involves a continuum on which the measured objects are placed.
Chocolate
Apple
Chips
Licorice
Extremely tasty
Extremely nasty
QUESTIONSTAR · Dr. Paul Marx
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