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| Topic: |
Business
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| Number of pages / Number of words: |
13 / 3532 |
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If an attribute is unimportant, the respondent assigns it zero points. If an attribute is twice as important as some other attribute, it receives twice as many points. The sum of all the points is 100; hence the name of the scale.
The main advantage of this scale is that it allows for fine discrimination among stimulus objects without requiring too much time...
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The disadvantages are the respondents may allocate more or fewer units than those specified. For example, a respondent may allocate 108 or 94 points. The research must modify such data in some way or eliminate this respondent from analysis. Another potential problem is rounding error if too few units are used...
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