When you apply for a public relations position, an employer would rightfully ask, "Can this applicant help my company adapt by not only doing the job today but also reinventing the job for tomorrow?"

With these types of questions the value is placed on the personal response and the range of data gathered may well be quite diverse, presenting challenge to categorize and group.

a. Closed-ended questions" b. Open-ended questions c. Unstructured questions d. Qualitative research studies e. Confounding factors

Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?

A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale