In this unit, you have learned about data collection and measurement. For this assignment, write an essay assessing measurement’s role in marketing research. Please address the following questions in
MAR 3231, Marketing Research 1 Cou rse 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 P resentation; “ 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 P resentation; “ Dilemmas of Economic Measurements in Weak Scales;” Essay 5.1 Unit Lesson P resentation; “Scaling techniques;” Essay 5.2 Unit Lesson P resentation; “ Analyzing Likert Data;” Essay 5.3 Unit Lesson P resentation; “ Types of Data & Measurement Scales: Nominal, Ordinal, Interval, and Ratio;” Essay Required Unit Resources In order to access the foll owing resources, click the links below . Boone, H. N., & Boone, D. A. (2012). Analyzing Likert data. Journal of Extension, 50 (2). https://www.joe.org/joe/2012april/tt2.php Forys, I., & Gaca, R. (2 016). Application of the Likert and Osgood scales to quantify the qualitative features of real estate properties. Folia Oeconomica Stetinensia, 16 (2), 7 –16. https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=buh&AN=121922876&site=ehost -live&scope=site My Market Research Methods. (2020, October 5 ). Types of data & measurement scales: Nominal, ordinal, interval, and ratio . http://www.mymarketresearchmethods.com/types -of-data -nominal -ordinal -interval - ratio/ Scaling techniques . (n.d.). Business Jargons. http://businessjargons.com/scaling -techniques.html Wisniewski, J. W. (2011). Dilemmas of economic measurements in weak scales. Folia Oeconomica Stetinensia, 2, 50 –59. 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]. YouTube. https://www.youtube.com/watch?v=rL38g06DbSc Click here to access a transcript for this video.
