Marketing Essay IV

MAR 3231, Marketing Research 1

Course Learning Outcomes for Unit IV Upon completion of this unit, students should be able to:

4. Assess measurement’s role in conducting marketing research. 4.1 Explain the role of measurement in marketing research. 4.2 Identify the importance of measurement and constructs.

5. Consider items and scales for marketing research instruments.

5.1 Describe comparative and non-comparative scales and why each type would be used. 5.2 Explain the development of scales in analyzing primary data. 5.3 Compare and contrast primary scales of measurement.

Course/Unit Learning Outcomes

Learning Activity

4.1 Unit Lesson Presentation; “Dilemmas of Economic Measurements in Weak Scales;” “Application of the Likert and Osgood Scales to Quantify the Qualitative Features of Real Estate Properties;” Essay

4.2 Unit Lesson Presentation; “Dilemmas of Economic Measurements in Weak Scales;” Essay

5.1 Unit Lesson Presentation; “Scaling techniques;” Essay

5.2 Unit Lesson Presentation; “Analyzing Likert Data;” Essay

5.3 Unit Lesson Presentation; “Types of Data & Measurement Scales: Nominal, Ordinal, Interval, and Ratio;” Essay

Required Unit Resources In order to access the following resources, click the links below: Boone, H. N., & Boone, D. A. (2012). Analyzing Likert data. Journal of Extension, 50(2). Retrieved from

https://www.joe.org/joe/2012april/tt2.php Forys, I., & Gaca, R. (2016). Application of the Likert and Osgood scales to quantify the qualitative features of

real estate properties. Folia Oeconomica Stetinensia, 16(2), 7–16. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=buh&AN=121922876&site=ehost-live&scope=site

Market Research Guy. (n.d.). Types of data & measurement scales: Nominal, ordinal, interval, and ratio.

Retrieved from http://www.mymarketresearchmethods.com/types-of-data-nominal-ordinal-interval- ratio/

Scaling techniques. (n.d.). Retrieved from http://businessjargons.com/scaling-techniques.html Wisniewski, J. W. (2011). Dilemmas of economic measurements in weak scales. Folia Oeconomica

Stetinensia, 2, 50-59. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=buh&AN=82394022&site=ehost-live&scope=site

UNIT IV STUDY GUIDE

Data Collection Methods: Measurement and Scaling

MAR 3231, Marketing Research 2

UNIT x STUDY GUIDE

Title

Unit Lesson The unit lessons for this course are presented through interactive presentations.

Unit IV Lesson Unit IV Lesson PDF

Suggested Unit Resources In order to access the following resource, click the link below: If you are interested in learning more about scale types, watch the short video below. It provides a great explanation of the primary scale types. Blahzinga. (2014, April 22). Scales of measurement: Nominal, ordinal, interval, and ratio scales explained

[Video file]. Retrieved from https://www.youtube.com/watch?v=rL38g06DbSc Click here to access a transcript for this video.