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:

Overhead Cost Allocation

The process of spreading out indirect costs (overheads) to different departments or products within a company, aimed at determining true costs of products or services.

Activity-Based Costing

A method of accounting where costs are assigned based on the activities and processes that contribute to the production of a product or service.

Activity Cost Pool

A grouping of all the costs associated with a particular activity, used in activity-based costing.

Cost Allocation Base

A method or factor used to assign costs in an equitable manner to various cost objects like departments, products, or projects.