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Week 5: Questionnaire Design, Measurement and Scaling - Coggle Diagram

- - - - avoid ambiguity (example: page 17)
      - categories need to be mutually exclusive
      - should have no more than 6 categories
    - - Rating of a factor or attribute (page 21-22)
      - Degree of satisfaction, or other emotions/ perceptions (page 23)
      - Likert scale (page 19-20)
      - Likelihood or intention to act (page 24)
      - The norm is to have 5 to 7 values on your scale
      - can add, subtract, and compute averages for (but cannot do that with categorial)
- - - - Interval: average customer satisfaction, average importance rating
      - Ratio: provide exact quantity measures of tangible things (example: page 42)
    - - Nominal: no rank- ordering between values
      - Ordinal: rank ordering between values
    - - Distance property: absolute difference between objects
      - Origin property: unique descriptor
      - Order property