Kizspy | Question: 9
(Choose 1 answer)
The development of a
scale commences with a concept that should be rated, such as the image of
a brand or the quality of a service. The market researcher chooses opposite pairs of words or phrases (for
instance, reliable (1) to unreliable (7)), which could be used to capture the concept. As a next step,
respondents rate the concept on a scale, which is usually anchored from 1 to 7.
A. Nominal
B. Semantic differential
C. Ordinal
D. Likert
