When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other ...

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When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other ...

When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.
A) Likert scale
B) Stapel scale
C) balanced rating scale
D) semantic differential
E) image scale

Textbook

Basic Marketing Research

Edition: 4^th

Author: Malhotra

Read 77 times

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