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Answer (Choose 1
The development of a
answer)
☐ 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
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