The following scale was used in a recent study to measure attitudes toward new technology: Please tell
Question:
I'm a person who avoids new technology.
I'm a technology buff who keeps up with the latest equipment.
I take a "wait-and-see" approach to new technology until it is proven.
I'm the kind of person friends turn to for advice on buying new technology.
a. How would you score this scale to measure attitudes toward new technology?
b. Develop an equivalent semantic differential scale to measure attitudes toward new technology.
c. Develop an equivalent Stapel scale to measure attitudes toward new technology.
d. Which scale form is most suited for a telephone survey?
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Step by Step Answer:
a Reverse the scoring for items 1 and 3 Then sum all the four items The higher the score the more fa...View the full answer
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Related Book For 
Marketing Research An Applied Orientation
ISBN: 978-0136085430
6th edition
Authors: Naresh K Malhotra
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