mkt 335 dvd 14-18

mkt 335 dvd 14-18 - MKT 335MARKETING RESEARCH MEASUREMENT...

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MKT 335—MARKETING RESEARCH MEASUREMENT BASICS Consider How You Consume a Day (From a Measurement Perspective) Examples……. . Most of the Above, Easy, Numbers, etc. Most Marketers’ Measures More Difficult Measure Examples………. Most of the Above, More Difficult I. LEVELS OF MEASUREMENT -deceptively simple II. ESTABLISHING RELIABILITY & VALIDITY -consistent -measuring what we believe we are measuring (higher construct) III. TYPES OF SCALES
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I. LEVELS OF MEASUREMENT Stevens Typology -too restrictive, too conforming Ladder/Stair-step Hierarchy -NOIR Reference Course Pack Materials Nominal -lowest step -classifications (male/female) -can't show ordering or range -mode Ordinal -in some type of order -ranking things -not knowing the spaces in between the ranks -mode, median Interval -0 is arbitrarily defined, no 0 point on SAT -mode, median, mean Ratio -fixed and agreed upon 0 point -mode, median, mean
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Weight Example Your Estimate __________ Class Range __________ Difficult to Measure W/O Error
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mkt 335 dvd 14-18 - MKT 335MARKETING RESEARCH MEASUREMENT...

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