The new owner of the St. Louis Rams football team wanted to know why game attendance was low. The research revealed several reasons, including shortage of toilet paper and straws, high prices for bad seats and inadequate parking. When the researchers asked survey participants to prioritize their reasons for not attending the games, the researchers were gathering _____ importance measures.
A) Direct
B) Leading
C) Primary
D) Indirect
E) Secondary

Question

Quizplus · Accepted Answer

The researchers were gathering direct importance measures by asking survey participants to prioritize their reasons for not attending the games. Direct importance measures involve directly asking respondents to rate or rank the importance of various factors.

The New Owner of the St