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Attitude Measurement (graded)
Visit SBI’s website, and take the VALS Survey:.strategicbusinessinsights.com/vals/presurvey.shtml”>http://www.strategicbusinessinsights.com/vals/presurvey.shtml.

What scale measurements are being used? What might you use this type of research for?

Questionnaire Design (graded)
Read and review the Project DATA: An Urban Transportation Study Case (case 10.1 in the text). What changes, if any, would you recommend to the survey in the case study and why?

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