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Question 963:

In traditional marketing research surveys, are purchase intent questions measured on a 5 point scale (e.g. definitely would buy, probably would be, etc), considered to be ordinal or interval data, and as such should we use parametric tests (t) or non-parametric tests (chi squared) to analyze the results? I assume the answer is the same for other attitudinal ratings, such as uniqueness, etc? Thanks.

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