Will anybody buy? Logistic regression - Improving the User Experience through Practical Data Analytics - page 291

Table 11.2 Questions and Coding in the CharlestonGlobe.com Survey

Question Measured Coded Comments

1. Gender Male/Female 1 = Male

0 = Female

2. Highest education
level achieved

High school diploma
Associate's degree
Bachelor's degree
Master's degree
Doctorate

1-5 in the order
listed

This assumes an
interval scale, which
may not be exactly
true, but evidence
indicates that there
is unlikely to be
any change in the
conclusions by ana-
lyzing a monotonic
scale such as this
as an interval scale. 1

3. Income per year Seven categories (in

thousands of dollars)
<30, 31-60, 61-90,
91-120, 121-160,
161-200, >200

Numbered 1-7 This also assumes

an interval scale,
and evidence is
even stronger that
there is unlikely to
be any change in
the conclusions
by analyzing this
monotonic scale as
an interval scale.

4. Age Years of age Actual number of

years

5. Are you a sub-
scriber to a print
newspaper?

Yes/No Yes = 1

No = 0

6. Please rate the
impact that the follow-
ing attributes have on
your willingness to
pay for online news
content . Please use
a scale of 1-5, where
1 = not at all impact-
ful and 5 = extremely
impactful.
Unique local content
not available on local
newspaper sites.

1-5 Likert scale,
1 = Not at all
impactful
5 = Extremely
impactful

1-5 as checked off

7. Strong credibility Same Likert scale 1-5 as checked off

8. In-depth analysis
of national stories

Same Likert scale 1-5 as checked off

9. In-depth analysis
of international stories

Same Likert scale 1-5 as checked off

10. In-depth analysis
of business stories

Same Likert scale 1-5 as checked off

(Continued)