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 67
Chapter 2 · Survey: Measurement and Scaling · Slide 67/274
Latent Constructs: Hierarchy of Measurement
Construct → Dimensions → Factors → Items → Scale
2.4 · Latent Constructs
Construct → Dimensions → Factors → Items → Scale
Latent Constructs: Hierarchy of Measurement
Construct
Dimensions
Factors
Items
Scale
strongly agree
largely agree
only partly agree
do not agree at all
Customer satisfaction
Product satisfaction
Service satisfaction
Friendliness
Professional competence
Reliability
"I found the salesperson likeable."
"The salesperson smiled nicely."
"The salesperson was courteous."
QUESTIONSTAR · Dr. Paul Marx
67 / 274
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