Consider the Following Survey Question: "How Satisfied Are You with the Direction

question 21

Multiple Choice

Consider the following survey question: "How satisfied are you with the direction that the country is going at this time? Would you say you are very satisfied, somewhat satisfied, not very satisfied, or not at all satisfied?" To collapse the responses into two categories, you would be best advised to

• A) collapse and divide according to response similarity, such as "satisfied" versus "dissatisfied."
• B) make the most frequently selected "polar" response ("very satisfied" or "not at all satisfied") one category and combine the remaining three responses into a second category.
• C) combine adjacent responses to obtain an approximately equal proportion of cases in each category.
• D) place valid responses in one category and missing "values" in the other.

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Definitions:

Ego-Defensive Function

A psychological mechanism in which individuals protect their self-esteem or ego from being threatened by unpleasant realities or by rationalizing their failures.

Value-Expressive Function

The role or purpose of attitudes or behaviors in expressing an individual's values, beliefs, and self-concept, often influencing consumer choices and affiliations.

Functional Theory

A theory that attempts to explain why certain behaviors, structures, or institutions exist based on the functions they perform.

Strategic Positioning

The process of establishing how a brand, product, or company is perceived relative to its competitors in the marketplace to create competitive advantages.