Generate five attributes that assess students' attitudes toward take-home exams. Use (i) graphic-ratings scales, (ii) itemized-ratings scales,
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(iii) comparative-ratings scales to determine the importance of each of these attributes in students' evaluation of take-home exams. Administer each of these scales to separate samples of five students.
a. What are your findings with the graphic-ratings scale? Which attributes are important?
b. What are your findings with the itemized-ratings scale? Which attributes are important?
c. What are your findings with the comparative-ratings scale? Which attributes are important?
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Basic Marketing Research
ISBN: 978-1133188544
8th edition
Authors: Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
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