MARKETING CLASS DISCUSSION, CHAPTER 7

MARKETING CLASS DISCUSSION, CHAPTER 7

INSTRUCTIONS

300-400words

a) Please name four primary scales of measurement used in marketing research. Which scales are more helpful in economics and marketing compared to social sciences? Why?

b) What are the three itemized rating scales? Which scale is more typically used in survey questionnaires? Which scale can help us achieve greater consistency across global markets and various cultures? Why?

c) In your opinion, which scale examination is more important in applied marketing research: reliability or validity? Why?

SOLUTIONS

1. a) Please name four primary scales of measurement used in marketing research. Which scales are more helpful in economics and marketing compared to social sciences? Why?

The four primary scales of measurement are:

• Nominal scale- The numbers here serve only as labels or tags for identifying and classifying objects and, these numbers do not reflect the amount of the characteristics possessed by the objects. For instance, gender, marital status, SSN, Zip code, college major, and student ID.
• Ordinal scale- It’s a scale with ranking properties in which numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic. For instance, competition results, size, education degrees, and height.
• Interval scale- Numerically equal distances on the scale represent equal values in the characteristic being measured. It is not meant to take ratios of scale values. For instance, temperature, inflation rate, tax return, and Likert scale.
• Ratio scale- Possesses all the properties of the nominal, ordinal, and interval scales and it has an absolute zero point. For instance, age (4 years), weight (20 pounds), and market shares.

Ordinal scale and Interval scale are more helpful in economics and marketing compared to social sciences because they both have ranking properties that allow preference ranking, personal opinions, and categorization.

b) What are the three itemized rating scales? Which scale is more typically used in survey questionnaires? Which scale can help us achieve greater consistency across global markets and various cultures? Why?

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