7 - Measurement and Scaling Chapter 7 Click to edit Master...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Click to edit Master subtitle style 9/13/11 Measurement and Scaling Chapter 7
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Role & Value of Marketing Research Information Marketing Research for Managerial Decision Making The Marketing Research Process and Proposal Designing the Marketing Research Project Secondary Data, Literature Reviews, & Hypotheses Exploratory and Observational Research Descriptive and Causal Research Gathering and Collecting Accurate Data Sampling: Theory & Methods Measurement and Scaling Designing the Questionnaire Data Preparation, Analysis, & Reporting of Results Qualitative Data Analysis Quantitative Data Analysis Communicating Marketing Research Findings Organizing Framework
Background image of page 2
9/13/11 Learning Objectives Understand the role of measurement in marketing research Explain the four basic levels of scales Describe scale development & its importance in gathering primary data Discuss comparative & noncomparative scales
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
9/13/11 Measurement Process of assigning intensity to information about constructs, concepts, and objects Includes Construct development Scale measurement 41-4
Background image of page 4
9/13/11 No min al Sca les Or din Sc ale s Int erv Rat io Four Basic Scale Levels
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 09/12/2011 for the course MKTG 350 taught by Professor Worsham during the Spring '10 term at South Carolina.

Page1 / 22

7 - Measurement and Scaling Chapter 7 Click to edit Master...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online