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8: Measurement and Scaling

8: Measurement and Scaling. Measurement. Measurement is the process of assigning intensity to the information about constructs, concepts, and objects. Construct Development. Scale Measurement. Nominal Scales. Four Basic Scale Levels. Ordinal Scales. Interval Scales. Ratio Scales.

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Chapter Ten

Chapter Ten. Chapter 10. Figure 10.1 Relationship of Noncomparative Scaling to the Previous Chapters and the Marketing Research Process. Figure 10.1 Relationship to the Previous Chapters and The Marketing Research Process. Focus of This Chapter. Relationship to Previous Chapters.

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Market and Product Research: Part 2

Market and Product Research: Part 2. Objectives. Upon completing this class, you will be able to: Compare and contrast two product and brand analysis methods: Monadic and Paired Comparison

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Comparative rating scales - PowerPoint PPT Presentation

8: Measurement and Scaling

Chapter Ten

Market and Product Research: Part 2