Consider a Scale from 1 to 100 for Locating Consumers

question 56

Multiple Choice

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un) favorableness,with 1 = extremely unfavorable,and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent.________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

• A)Measurement;Scaling
• B)Scaling;Ranking
• C)Scaling;Measurement
• D)Ranking;Measurement

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Definitions:

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