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In survey questions on customer opinions using itemised rating scales (such as Likert scales, i.e. ranging from, say, 'strongly agree' to 'strongly disagree') explain the

  1. In survey questions on customer opinions using itemised rating scales (such as Likert scales, i.e. ranging from, say, 'strongly agree' to 'strongly disagree') explain the advantages and disadvantages of:
  2. (a) an odd versus even number of categories
  3. (b) few versus many categories.
  4. Would you treat such data as being ordinal or measurable? ('Well , it depends' is a valid answer, provided there is a justification!)

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