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A study was conducted with teens and young adults to try and determine a digital entertainment ...

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A study was conducted with teens and young adults to try and determine a digital entertainment ...

A study was conducted with teens and young adults to try and determine a digital entertainment construct. They were asked a series of dual-choice questions on whether or not they owned a particular device, like a Wii or iPod. The respondents were to “check all that apply.” All the positive responses were added to stand as the metric measure for the construct. The researcher was using a(n):
A) summated scale
B) lifestyle inventory
C) 2-point Likert scale
D) staple scale
E) anchored scale

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Basic Marketing Research: Using Microsoft Excel Data Analysis

Edition: 1^st

Authors: Burns, Bush, Nash

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Basic Marketing Research: Using Microsoft Excel Data Analysis, First Canadian Edition (Burns, Bush, Nash)

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