...Likert Scale questions use psychometric testing to measure beliefs, attitudes and opinion. The questions use statements and a respondent then indicates how much they agree or disagree with that statement. Usually, a scale of 0-10 is provided with Likert Scale questions, although shorter scales may also be possible. There are advantages and disadvantages to every type of research, and they are quite clear with this type. The main advantage of Likert Scale questions is that they use a universal method of collecting data, which means it is easy to understand them. Working with quantitative data, it is easy to draw conclusions, reports, results and graphs from the responses. Furthermore, because Likert Scale questions use a scale, people are not forced to express an either-or opinion, rather allowing them to be neutral should they so choose. Once all responses have been received, it is very easy to analyse them. Last but not least, it is very quick and easy to run this type of survey and it can be sent out through all modes of communication, including even text messages. However, the problem with Likert Scale questions is that they are uni-dimensional. Because they only give a certain amount of choices, it would imply the space between each possibility is equidistant, which is not true in real life. As a result, a true attitude is not actually measured. Furthermore, you must realise that your previous questions will have influenced responses to any further questions that have been...
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...ASSIGNMENT ON Quantitative techniques Topic: - Customer satisfaction towards services offered by Dell service centre. Name :- Rajani | BBA 4th sem | Roll no :- B76 | Section :-RT1909 | 11013933 | Questionnaire Topic: - Customer satisfaction towards services offered by Dell service centre. 1. Do you use Dell laptops or accessories? a) YES b) NO 2. Have you ever been to Dell service centre or experienced service offered by Dell? a) YES b) NO (if no, please return this questionnaire) 3. How many times you visited Dell service centre? a) Once b) Twice c) Experienced its online services only d) Never 4. According to you, how well Dell services satisfy customer needs? a) Maximum satisfaction b) Somewhat satisfied c) Satisfied d) Somewhat not satisfied e) Minimum satisfaction 5. Please indicate your preferences in respect of your satisfaction level regarding Dell different service by placing “1” as your most preferred and “6” as your least preferred ways. a) Dell Service Centers b) 30-Day Getting-Started Assistance c) 24/7 Comprehensive On-line Support. d) Telephone-based Assistance ...
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...burns Chapter 10 MEASUREMENT IN MARKETING RESEARCH GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS 1. In the text, Maritz Research offers criteria for customer-satisfaction scales. Which of the following is NOT one of the criteria? a. be reliable b. be valid c. apply to a specific product or service d. be easy for respondents to relate to e. be symmetrically unbalanced Answer: (c) Difficulty: (Difficult) Page: 268 2. What are the basic question-response formats? a. unprobed, probed, and neutral b. open-ended, closed-ended, and skip patterned c. open-ended, closed-ended, and scaled-response d. closed-ended, continuous, open-ended e. open-ended, probed, general Answer: (c) Difficulty: (Easy) Page: 270 3. The question "What was your reaction to the Sony CD player advertisement you saw on television?" is an example of which response format? a. unprobed, open-ended b. unprobed, closed-ended c. scaled-response d. ad reaction measurement e. probed response Answer: (a) Difficulty: (Easy) Page: 271 4. If a researcher wanted the respondent to simply answer an open-ended question with no additional information, he/she would likely use a(n): a. open-ended, unprobed format b. open-ended, probed format c. closed-ended, probed format d. continuous response format e. general format Answer: (a) Difficulty: (Easy) Page: 271 5. Which of the following encourages...
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...Introduction Life is a process. No one becomes a man before he attains youth age. Also, for a person who wishes to become a postgraduate student of ABSU, he has to follow certain processes. The process follows an inquiry on how much the form costs, payment of same amount into the bank to get the pin with which to register online, submission of credentials and forwarding of transcript, receiving a test message, down to paying of school fees and going from one office to another for the full registration. Just as life and becoming a student entail following certain processes, so is obtaining useful information in form of data for reliable decision making. Thus, we talk of “the Research Process”. Also, to obtain quality data, there is need for the use of effective tool of data collection (Techniques of Research). Before we look into the research process proper, it is necessary to understand what is meant by ‘Research’. Definition of Research Research is a way of solving problem, which the researcher has defined, in the subject area chosen. In general terms, according to Anyanwu (2000:1), research is concerned with finding or searching out something that can aid management in the solution of problems. That is to say that any research that cannot proffer solution to a problem is a waste of resources (time, money and energy). Research as a scientific inquiry calls for various activities. These series of activities are what give us the research process. Meaning of Research Process The...
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...1.6 Measuring instrument: To make this report I have made a survey on 150 customers of durable goods in Dhaka city. The questionnaire was to bring out the impact of advertisements on them to purchase durable goods and the behavior after purchasing goods through convincing the celebrity advertisement. In this report I have used three types of questionnaire system one is Likert scale and rank order scaling technique. First is likert scale is used mainly in evaluating surveys. A Likert-type scale consists of a series of declarative statements. The subject is asked to indicate whether he agrees or disagrees with each statement. Commonly, five options are provided: "strongly agree," "agree," "undecided," "disagree," and "strongly disagree." The individual responses "strongly agree" through "strongly disagree" are assigned numbers, usually 1-5. In this manner the responses to the various items are quantified and may be summed across statements to give a total score for the individual on the scale. (William and James, 1998). It is necessary, of course, that the assigned numbers are consistent with the meaning of the response. Respondents are asked to show their particular statement that associate with the item. Like: Questionnaire | Strongly disagree | Disagree | Neither agree nor disagree | Agree | Strongly agree | 1. Do you think there is an impact of celebrity advertisements on purchasing of durable goods? | | | | | | 2. Do you think celebrity...
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...of the company while employed. The audience for this survey was employees who have been with the company for less than a year and for employees who have been with the company more than five years, to see if any improvements have been made. The survey will be administered two weeks after he or she comes off probation through a written format. This survey consisted of 11 items and took each employee no more than two minutes to complete. While designing this survey I kept in mind that long surveys loses the attention of the person taking the survey. Causing them to circle any answer without reading the questions, this makes the survey inaccurate. Today Likert’s method is the most widely used method for measuring attitudes (Hogan, 2007). The Likert scale was used to measure employee’s...
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...Running head: Attitude Survey Attitude Survey Michelle Anderson University of Phoenix PSY475 March 12, 2012 Abstract The purpose of this survey is to ascertain the general beliefs of a mixed populous on the subject of unemployment. The survey is scored in Likert Method, each item gives a small amount of information about the subject’s attitude. These small amounts add up to a whole attitude toward the object. Attitude Survey The subject of unemployment has become one of great debate over the last decade. There are many people out of work (Bureau of Labor Statistics), and more businesses closing their doors, permanently, every day. The purpose of this survey is to query the general public about their opinions on unemployment. The survey covers such questions as; is unemployment as bad as the media would have us believe, and is unemployment rates rising or falling. The most popular scale for attitude survey is the Lickert method (Hogan, 2007 p. 574). The Lickert method is the scale found on the customer survey cards at local fast food restaurants such as Hardees and at some specialty stores like Krispy Kreme. To get a general view of subjects’ attitude toward the over- all object the method uses a “large number of item stems expressing some aspect” (Hogan, 2007, p. 574) of the whole object. The scale is a five point system using completely agree, agree, neither agree nor disagree, disagree and completely disagree. The first step in generating the unemployment survey...
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...Research Study Objective The primary purpose of this study is to measure the consumption preferences among college students. We created two categories of purchases for this comparative study: material goods purchases and life experience purchases. The study aims to gather information on which category of discretionary spending is preferred among college students. The findings of the study can be used by many different parties. However, our goal is to be able to create valuable information for companies that want to market their products and services to college students in the Austin area. The research will hopefully benefit these companies as well as their customers (college students) by catering towards the needs of both parties when it comes to consumption trends. Since this is a comparative research study, we did not hold any explicit hypothesis for any sort of specific outcome. However, there has been previous studies and research that have concluded that there is a preference for experiential purchases over material purchases among different samples of the population. These studies have concluded that the main reason behind these findings is that people tend to feel happier from their life experience purchases rather than material goods purchases. They conclude that an experience can create long lasting happiness as opposed to a material good that tends to result in shrinking happiness as time goes by. Another reason is that material goods tend to diminish a person’s...
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...the classroom and list how the principal implements technology. The objective compares teachers’ perception of the principal’s role in implementing technology. To analyze the results the writer will analyze frequencies. Reference Fink, A. (2002). The survey handbook. (Vol. 1). In A. Fink (Ed.), The Survey Kit (2nd ed). Thousand Oaks, CA: Sage Publications. Ok Tracy. First, this is simply a descriptive objective as you simply want to measure teachers' perceptions of the principal's role. So there is only one variable, what is it? How will you be measuring this variable? With the answer to Question 20 on your survey? If so, then you are correct that this would be nominal data (though I think this would be a stronger question with a Likert scale response). However, you aren't looking to compare or relate anything, just simply list or describe their perceptions (or answers). So again, just a descriptive objective. So what would be the appropriate...
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...8. I can decide when to take a break Never 1 Seldom 2 Sometimes 3 Often 4 Always 5 9. Different groups at work demand things from me that are hard to combine Never 5 Seldom 4 Sometimes 3 Often 2 Always 1 10. I am subject to personal harassment in the form of unkind words or behaviour Never 5 Seldom 4 Sometimes 3 Often 2 Always 1 11. If work gets difficult, my colleagues will help me Never 1 Seldom 2 Sometimes 3 Often 4 Always 5 18. There is friction or anger between colleagues Never 5 Seldom 4 Sometimes 3 Often 2 Always 1 20. I understand how my work fits into the overall aim of the organisation Never 1 Seldom 2 Sometimes 3 Often 4 Always 5 Likert scale questions- 25. I can talk to my line manager about something that has upset or annoyed me about work Strongly disagree 1 Disagree 2 Neutral 3 Agree 4 Strongly agree 5 26. My working time can be flexible Strongly disagree 1 Disagree 2 Neutral 3 Agree 4 Strongly agree 5 27. My working location can be flexible (subject to business constraints) Strongly disagree 1 Disagree 2 Neutral 3 Agree 4 Strongly agree 5 28. My colleagues are willing to listen to my work-related problems Strongly disagree 1 Disagree 2 Neutral 3 Agree 4 Strongly agree 5 29. When changes are made at work, I am clear how they will work out in practice Strongly disagree 1 Disagree 2 Neutral 3 Agree 4 Strongly agree 5 30. I...
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...CHAPTER 3 RESEARCH METHODOLOGY This chapter visualizes the techniques and methods that will be utilized by the researchers in completing this study. This chapter contains: research design, respondents, instruments, and techniques to be use in the study like questionnaire, interviews, and observation which will be discussed in the latter part of this chapter. RESEARCH DESIGN The researchers will use the descriptive method of this study. The descriptive method is used to describe characteristics of a population being studied. It does not answer the questions about how/when/why the characteristics occurred. Rather it answers the “what” question. RESPONDENTS OF THE STUDY The respondents of the study were 80 HRM students in CSTA, enrolled in the academic year 2013-2014, from first year to fourth year. SAMPLING TECHNIQUE In order to gather the necessary information needed for the research, the researchers used the random sampling technique. RESEARCH INSTRUMENT To gather the necessary data needed for the study, the researcher employed the following instruments: 1. Questionnaire This was the main source of the data gathered. It contained set of specific questions to draw specific response from the respondents to answer the problems stated in Chapter 1. The questionnaire was employed because it is one of the most effective techniques by which information from other people could be obtained. The respondents were asked to check a blank, which corresponds their...
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...Consumer Attitude towards ‘Green’ Purchases *Tanushree Shrivastava Research Scholar(IIPS, DAVV, Indore) Mobile 9926248388 moonskiess@yahoo.com **Dr. Preeti Singh Reader, IIPS, DAVV, Indore Mobile 9425349044 purnima4@rediffmail.com Abstract The Theory of Planned Behavior, based on the value – attitude – behavior hierarchy, has been proven as a reliable instrument for measuring green purchasing behavior. This study examines the application of a sub-section of Theory of Planned Behavior, namely the measurement of Attitudes towards Green Purchases of management students in Jabalpur City. Ecological affect has a greater impact on their attitude formation than does Ecological Knowledge. To check if this is also true for these consumers, management students (n=41) were surveyed to measure their ecological affect, ecological knowledge and attitudes towards green purchases. Students with high ecological affect showed a statistically significant difference on their attitudes towards green purchases score than the students with low ecological affect. Ecological knowledge level did not show a significant difference in attitudes towards green purchases. Differences between ecological knowledge and ecological affect and suggestions for future research are discussed. Keywords: Planned Behaviour, Green Awareness, Green Purchase, Ecological Knowledge, Purchase Attitude. Consumer Attitude towards ‘Green’ Purchases Introduction ...
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...EDITORIAL Analyzing and Interpreting Data From Likert-Type Scales L ikert-type scales are frequently used in medical education and medical education research. Common uses include end-of-rotation trainee feedback, faculty evaluations of trainees, and assessment of performance after an educational intervention. A sizable percentage of the educational research manuscripts submitted to the Journal of Graduate Medical Education employ a Likert scale for part or all of the outcome assessments. Thus, understanding the interpretation and analysis of data derived from Likert scales is imperative for those working in medical education and education research. The goal of this article is to provide readers who do not have extensive statistics background with the basics needed to understand these concepts. Developed in 1932 by Rensis Likert1 to measure attitudes, the typical Likert scale is a 5- or 7-point ordinal scale used by respondents to rate the degree to which they agree or disagree with a statement (T A B L E). In an ordinal scale, responses can be rated or ranked, but the distance between responses is not measurable. Thus, the differences between ‘‘always,’’ ‘‘often,’’ and ‘‘sometimes’’ on a frequency response Likert scale are not necessarily equal. In other words, one cannot assume that the difference between responses is equidistant even though the numbers assigned to those responses are. This is in contrast to interval data, in which the difference...
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...Methods, Characteristics, Structure and Early History of Attitude Measurement Scales Abstract: Measurement of attitudes is beneficial in various aspects of day to day life. Business, social and government research often rely on the measurement of respondents attitudes to guide decision and policy making. Specific research designs and methods are required to ensure useful and valid quantitative data are end results of attitude research projects. Ground breaking researchers in the field of Sociology and Psychology developed the first reliable attitude research and scaling techniques over 50 years ago that are still in use today. An “attitude” is a theoretical entity constructed to characterize certain underlying response tendencies (Arul, 2012). As a hypothetical concept, attitudes cannot be measured directly. Any attempt to measure them “can only be inferential in nature: that is, we can only study behavior which is reasonably assumed to indicate the attitudes to be measured and quantify these indications so as to get an idea of how much individuals or groups differ in their psychological orientations toward a particular object or issue” (Arul, 2012, pg. 1). Attitudes have three components: affective, cognitive, and behavioral (Zikmund, Babin, Carr, Griffin, 2013). The affective part refers to person’s general feelings or sentiments toward an object. Put another way, a person’s attitudes are driven directly by their beliefs or thoughts. This cognitive...
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...Assessment in the Affective Domain The affective domain already describes the learning objectives that emphasize a feeling tone, an emotion or a degree of acceptance or rejection. The Taxonomy in the Affective Domain * Receiving Being aware of or sensitive to the existence of certain ideas, material or phenomena and being willing to tolerate them. Examples include; to differentiate, to accept, to listen, to respond to * Responding Committed in some small measure to the ideas, materials or phenomena involved by actively responding to them. Examples are; to comply with, to follow, to commend, to volunteer, to spend leisure time in, to acclaim * Valuing Willing to be perceived by others as valuing certain ideas, materials or phenomena. Examples include; to relinquish, to subsidize, to support * Organization To relate the value to those already held and bring it into harmonious and internally consistent philosophy. Examples are; to discuss, to theorize, to formulate, to balance, to examine * Characterization To act consistently in accordance with the values he/she has internalized. Examples include; to require, to manage, to resolve Affective Learning Competencies Affective desired learning competencies are often stated in the form of instructional objectives. What then are instructional objectives? * Instructional objectives are specific, measurable, short-term, observable student behaviors. * Objectives are the foundation upon which you can build...
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