Attitude Measurement (graded)

Visit SBI’s website, and take the VALS Survey:http://www.strategicbusinessinsights.com/vals/presurvey.shtml.

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

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?