What makes a question bad? Develop three examples of bad questions. Then, using the information in Exhibit
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Guidelines for Evaluating the Adequacy of Questions 1. Questions should be simple, straightforward, and avoid technical or sophisticated words. 2. Questions should avoid qualifying phrases. 3. Question response categories (scale points) should be mutually exclusive. 4. Questions and scale statements should be meaningful to the respondent. 5. Questions and scales should avoid an arrangement of response categories that might bias the respondent's answers. 6. Questions and scales should not have double-barreled items
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Related Book For
Essentials of Marketing Research
ISBN: 978-0073404820
2nd edition
Authors: Joseph Hair, Mary Wolfinbarger, Robert Bush, David Ortinau
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