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Consumer Behavior Research Methods

Questionnaire Basics

Variable Basics

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  • Depending on which variable type you use, your measurement will provide you with different amounts of information ( thus different variable types have different “levels of measurement”)

  • Why is that important? 
    Because statistical computations and analyses assume that variables have a specific level of measurement. In other words, the methods you should use to analyze your data depend on which type of questions you use