In-depth notes of Likert, Ordinal, and nonverbal scales
The analysis of Likert scales in a common practice to treat Likert scale responses as
interval data and assign numbers to the responses.
Easy understood it and is commonly seen in exe
Ch. 28: Statistics notes
Why we have statistics:
Statistics make large sets of numbers easier to understand and apply to breaking them down into
just one of a few figures.
Measures of Central Tendency
One way stats make large amounts of data easier to com
Ch. 27-Mapping Techniques
Cognitive and Perceptual
Understand how mapping helps in presenting search results
See differences between cognitive and perceptual mapping as well as how they work.
Help present information in an easy-to-use visual format tha
Ch. 33- Research Ethics
Ethics: rules of conduct recognized in respect to a particular group.
Ethics in Research:
Online survey says respondent answers will be confident, but the company provides the
internet IP addresses of respondents to the client for
Ch. 32- The Research Report
The difference between writing for your employer and writing for your client:
Mind-blowing amounts of data
Academic vs. Business Research reports:
Ch. 31 notes
Marketing vs. Advertising Research
I. Understand the target market
ii. Segment it
iii. Understand target markets behavior
iv. Whos buying the brand
v. Why consumer buys the brand vs. competition, and how often.
Experimental Applications in Advertising and Public Relations- Ch. 23
I. Benefits and Limitations of experiments
A. Telling stories
Answering questions from respondents own perceived experiences, thus
emphasizes the requirement of conscious introspection