Principles of Survey Research
Chapters
▾
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 50
Chapter 2 · Survey: Measurement and Scaling · Slide 50/274
Likert Scale: Examples
Likert Scale · in online surveys
2.3 · Non-Comparative Scales
Likert Scale · in online surveys
Likert Scale: Examples
Format · Radio buttons
Overall, how satisfied are you with our customer service?
Very
dissatisfied
Dissatisfied
Neither
Satisfied
Very
satisfied
Format · Segmented buttons
"The ordering process was easy." — How much do you agree?
Strongly disagree
Somewhat disagree
Neither
Somewhat agree
Strongly agree
Format · Numbered scale
How important is free return shipping to you?
1
2
3
4
5
Not at all important
Very important
QUESTIONSTAR · Dr. Paul Marx
50 / 274
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