If a Marketing Researcher Decides to Use a Likert Scale

question 125

True/False

If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.

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Definitions:

Biases and Assumptions

Prejudices or preconceived beliefs that affect how information is perceived, interpreted, and acted upon.

Source Amnesia

A memory disorder whereby someone can recall certain information but cannot remember how, when, or where they learned that information.

Retroactive Interference

Retroactive interference is the phenomenon whereby more recent information can hinder the recall of older information.

Encoding Failure

A situation where the brain fails to create a memory link for information, leading to its inability to be remembered later.