measurement scale questionnaire
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7/24/2019 Measurement Scale Questionnaire
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A new graduate hired by the marketing research department of a major telephone company is
asked to prepare a questionnaire to determine household preferences for telephone calling cards.
The questionnaire is to be administered in mall-intercept interviews. Using the principles ofquestionnaire design, critically evaluate this questionnaire and comment, which follows
Household Telephone Calling Card Survey
HOUSEHOLD TELEPHONE CALLING CARD SURE!
! "our name# $$$$$$$$$$$$$$$
% Age $$$$$$$$$$
& 'artial status $$$$$$$$$$$$
( )ncome $$$$$$$$$$$$$
* +hich, if , any, of the following telephone calling cards do you have#
a. $$$$$$$$ AT T b. $$$$$$$$$$$$$ ')
c. $$$$$$$$ U print d. $$$$$$$$$$$$$ /thers
0 1ow frequently do you use a telephone calling card#
)nfrequently 2ery frequently
! % & ( * 0 3
3. +hat do you think of the telephone calling card offered by ATT#
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
4. uppose your household were to select a telephone calling card. 5lease rate the
importance of the following factors in selecting a card.
6ot important 2ery important
a ost per call ! % & ( *
b 7ase of use ! % & ( *
c 8ocal and long-distance ! % & ( *
harges included in the
ame bill
d 9ebates and discounts on calls ! % & ( *
e :uality of telephone service ! % & ( *
f :uality of customer service ! % & ( *
; 1ow important is it for a telephone company to offer a calling card#
6ot important 2ery important
! % & ( * 0 3
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7/24/2019 Measurement Scale Questionnaire
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!nominal, ordinal, interval, or ratio? being used in each of the
following. 5lease e@plain your reasoning >% marks each?
a. ) like to solve crossword pules
=isagree Agree
! % & ( *
". 1ow old are you# $$$$$$$$$$$$$$$$$$$$$$$$$$$$
#$5lease rank the following activities in terms of your preference by assigning ranks ! >mostpreferred? to * > least preferred?.
i. 9eading magaines $$$$$$$$$$$$$$
ii. +atching television $$$$$$$$$$$$$$iii. =ating $$$$$$$$$$$$$$$
iv. hopping $$$$$$$$$$$$
v. 7ating out $$$$$$$$$$$$
d$ +hat is your ocial ecurity number# $$$$$$$$$$$$
e$ /n an average week day, how much time do you spend doing your homework and class
assignments#i. 8ess than !* minutes $$$$$$$$$$$
ii. !* to &< minutes $$$$$$$$$$iii. &! to 0< minutes $$$$$$$$$$
iv. 0! to !%< minutes $$$$$$$$$$
v. 'ore than !%< minutes $$$$$$$$$$$$
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