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Scaling Study

By | Jan. 2011
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Scaling Study
Sonja Sievers
RES/320
October 18, 2010
Jen Burns

Scaling Study

This paper is study of the efficiency of setting up a survey questionnaire. A short questionnaire of 5 questions was distributed to 11 selected participants. The participant’s answers were calculated and analyzed. The two different types of questions that was used in the survey where the rating and ranking scale. The participants were asked to compare a new product on a 4-point rating scale without comparing it to another product. The other portion of the survey was made up of ranking scale questions were the participant was asked to make a comparison and determine what rank-order the importance of the product is in taste, price, and convince. The validity and reliability of the questionnaire was controlled by selecting the participants. This was a useful approach to evaluate the efficiency of the survey. For example, if the product was a famine product you would choice female participants that were at the age that they would use the product. The survey would not be given to males or females between the ages of 1-12. The data would be useless and a waste of time. One of the questions asked in the survey was “Would you use this product?” and “If yes how many times?” Although this question may be reliable is may not be valid. The reason for this is a standardized questionnaire that is used again and again in several of survey has a high reliability, but poor validity. Establishing survey validity is not as straightforward as reliability and usually requires evidence from several sources. Careful wording, format, and content can reduce the surveys own unreliability. When measuring the validity of the survey I choice three basic approaches. The first approach was content validity. If the content of the survey has affiliation with the content that is being studied, then the survey has content validity. For example, a Manager Evaluation Survey for...

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