COMM 300: Marketing research from a management perspective
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Types of Survey questions
(see page 150)
Likert agreement scale
Make a statement, and there are approx 5-6 blanks that range from don't agreee to strongly agree. Responder picks one.
Semantic differential scale
Two adjectives on either side of paper, responder checks closer to adjective that he/she agrees with.
Semantic profile
- If you 100 of these questions, you'll want to get the mean for each question & then chart them on the questionaire.
- You'll also want to get the variance of the questions - the less the variance the more firmly held the belief
How management should act on this
Develop a budget for each point, and work to move the preferences towards the desired end. At some later point, test again and get a different semantic profile
