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 40/274
Constant Sum Scaling: Example of Analysis
Average rating across three segments
2.2 · Comparative Scales
Average rating across three segments
Constant Sum Scaling: Example of Analysis
Attribute
Segment 1
Segment 2
Segment 3
Speed
0
17
53
Comfort
15
23
30
Transmission (manual/automatic)
5
21
10
Fuel (petrol/diesel)
35
12
7
Price
45
27
0
Sum
100
100
100
QUESTIONSTAR · Dr. Paul Marx
40 / 274
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