Which of the following questions do you think would be the easiest to code?
a. What are the three characteristics that you find most pleasing when using product X?
b. Have you ever used product X? ____ Yes ____ No
c. What religious denomination do you consider yourself?
d. Please specify the type of television set in your home?
e. How do you feel about commercials on children's TV shows?
Question 2Consumers will avoid eating beef at home, only to splurge on steaks while dining out. This is likely to be indicative of a contradiction between
a. utilitarianism and functionalism.
b. symbolic and real consumption.
c. the values of family and self.
d. the values of hedonism and health.
e. gender and geographic emblems.
Question 3Which of the following is NOT a recommended coding convention?
a. Use as many columns as necessary for the field.
b. Locate only one character in each column.
c. Use alphabetic codes if possible.
d. Use consistent codes for similar types of responses.
e. Code in an identification number for each questionnaire.
Question 4The booming success of such products as Haagen-Dazs ice cream and President's Choice Decadent Chocolate Chip Cookies is reflective of the value placed on
a. symbolism.
b. hedonism.
c. satiation.
d. utilitarianism.
e. functionalism.
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