Marketing Researchers Use Standard Scales Rather Than Inventing New Ones

question 93

Essay

Marketing researchers use standard scales rather than inventing new ones for each research project.Discuss and differentiate among the Likert scale,semantic differential scale,and the Stapel scale.Why should the scale fit the construct?

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Definitions:

Cash Basis

An accounting method where revenues and expenses are recognized only when cash is received or paid.

IFRS

International Financial Reporting Standards, which are a set of accounting standards developed by the International Accounting Standards Board (IASB) for global use in financial reporting.

ASPE

The Accounting Standards for Private Enterprises (ASPE) is a set of accounting standards for private companies in Canada, providing guidelines on financial reporting practices.

Accrual Basis

An accounting method where revenues are recorded when earned, and expenses are recorded when incurred, regardless of when cash is exchanged.