In a short essay, discuss the proper steps in choosing a scaling technique for a particular marketing research problem
What will be an ideal response?
In addition to theoretical considerations and evaluation of reliability and validity, the researcher should consider certain practical factors in selecting scaling techniques for a particular marketing research problem. These include the level of measurement desired, the experience of the respondents with the research topic, the difficulty of administering the scales, and the context. As a general rule, the scaling technique used should be the one that will yield the highest level of measurement feasible. Such a scaling technique will permit the greatest flexibility in statistical analysis of the results. Additionally, using multiple scale items to measure the same characteristic will improve the accuracy of results. In many situations, it is desirable to use more than one scaling technique.
You might also like to view...
Debtors may be allowed to keep certain assets even after they have filed for liquidation.
Answer the following statement true (T) or false (F)
BMW positioned itself as the only automobile that offered both luxury and performance. At that time, consumers saw U.S. luxury cars as lacking performance
It was able to achieve a point-of-difference on performance and a point-of-parity on luxury with respect to U.S. luxury cars like Cadillac. This is an example of ________. A) straddle positioning B) category-based positioning C) need-based positioning D) noncomparitive positioning E) price-quality positioning
Which of the following is incorrect regarding partnerships?
A) Legally, there is no economic separation between a partnership and its owners. B) A partnership is a voluntary association of individuals. C) If the partnership agreement does not describe the method of income distribution, the partners must share income equally. D) When individuals invest property in a partnership, they co-own the property with the partnership.
The CEO of a company is a very strong adherent of Milton Friedman’s philosophy. Which of the following actions is she most likely to pursue or support?
a. raising base employee salaries, regardless of performance, to improve workforce health b. voluntarily spending money on ethics training in order to be granted B Corporation status c. lobbying for government deregulation that would allow the company to dispose of its waste more cheaply, even if it hurt the environment d. illegally moving money into shell companies out of the country to avoid taxation