social media marketing research (社会媒体行销研究) - 淡江大学.pptVIP

Multiple Choice Scale * Source: McDaniel Gates (2009), Marketing Research, 8th Edition, Wiley ? Multiple response ? Single response ? Controlled response Check all that apply Check only one Check the top three ? ? ? Check all that apply Check only one Check the top three Check all that apply Check only one Check the top three Net Promoter Score (NPS): Begins with a 10-point scale on likelihood to recommend. Next, the difference between promoters and dissuaders is computed. How to Select a ScaleThings to Consider 1. The Nature of the Construct Being Measured 2. Type of Scale and Number