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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Slide 24
Chapter 2 · Survey: Measurement and Scaling · Slide 24/274
Classification of Scaling Techniques
Overview
2.1 · Introduction
Overview
Classification of Scaling Techniques
Root
Scaling
Comparative Scales
Objects are compared directly with one another
Paired Comparison
Rank Order Scaling
Constant Sum Scaling
Q-Sort Scaling & others
Non-Comparative Scales
Each object is judged in isolation
Continuous Rating Scales
Itemized Rating Scales
Likert Scale
Semantic Differential
Stapel Scale
QUESTIONSTAR · Dr. Paul Marx
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