April 2015
Intermediate to advanced
656 pages
24h 23m
English
Content preview from Marketing Research
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Chapter 3
Measurement and Scaling
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
- Understand the scale of measurement and four levels of data measurement
- Understand the criteria for good measurement
- Learn about the various established measurement scales used in marketing research
- Understand the factors to be considered in selecting the appropriate measurement scales
RESEARCH IN ACTION: SIEMENS LTD
Siemens Ltd was founded by Werner Von Siemens in 1847 and was incorporated in India in 1957. In India, Siemens Ltd is operational in the field of electrical and electronics engineering. It operates in the business segments such as energy, healthcare, industry, information and communication, lighting, and transportation. ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.