In a short essay, discuss the relationship of measurement and scaling to the marketing research process
What will be an ideal response?
The marketing research problem is defined in Step 1. Based on this definition, an approach to the problem is developed (Step 2). An important component of the approach is specifying the information needed to address the marketing research problem. Measurement and scaling are part of the research design (Step 3). The researcher must identify an appropriate level of measurement (nominal, ordinal, interval, or ratio) for each item of information needed and identify an appropriate noncomparative or comparative scaling technique to measure it.
When designing a questionnaire, also part of the research design (Step 3), the researcher must translate the information needed to appropriate questions using the identified scales. While conducting fieldwork (Step 4), the questions should be administered using the appropriate scales. When analyzing the data (Step 5), the researcher should use only those statistical techniques that are compatible with the measurement level of the data. Finally, in Step 6, the report should discuss the statistical results and the findings in light of the scales used to measure the variables.
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In broad real terms, the dollar
A. depreciated against other currencies in the second half of the 1990s and in the early 2000s. B. depreciated against other currencies in the second half of the 1990s and appreciated against those currencies in the early 2000s. C. appreciated against other currencies in the second half of the 1990s and in the early 2000s. D. appreciated against other currencies in the second half of the 1990s and depreciated against those currencies in the early 2000s.
Which qualitative characteristic pertains wholly to the attitude of board members as opposed to being more directly concerned with specific aspects of information contained in the financial statements?
a. Representational faithfulness b. Verifiability c. Consistency d. Neutrality
The total variable cost increases in direct proportion to volume.
Answer the following statement true (T) or false (F)
Approximately one in ________ U.S. residents is African American, American Indian or Alaska Native, Asian American, or Native Hawaiian or Pacific Islander.
A. seven B. ten C. two D. three E. five