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Non-comparative itemized rating scales with strong adjectives as anchors (1= strongly disagree,7= strongly agree)result in less variable and more peaked response contributions.
Demand Curve
A graphical representation showing the relationship between the price of a good and the quantity of that good consumers are willing and able to purchase at various prices.
Total Revenue
The entire amount of income generated by the sale of goods or services.
Marginal Revenue
Marginal Revenue is the additional income generated from selling one more unit of a good or service.
Pure Monopolist
A market structure characterized by a single seller selling a unique product in the market without any close substitutes.
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