Measurement Scales in Marketing Research

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Issue:

Business

 

Written by:

Harry M

 

Date added:

July 24, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

5 / 1138

 

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1789 times

 

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Sometimes, especially in qualitative research with small samples, this value can be a word or symbol. For example, the interviewers could assign the word yes or positive to the symbol “+” to indicate that a respondent liked a product, flavor, or company. For a computer to prepare summary statistics or conduct a statistically analysis, each measurement of the sample population must be assigned a number...
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For a computer to prepare summary statistics or conduct a statistically analysis, each measurement of the sample population must be assigned a number. There are four categories which numbers are generally grouped. In increasing order of sophistication, they are (1) nominal numbers, (2) ordinal numbers, (3) intervally-scaled numbers, and (4) ratio-scaled numbers...
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