'Four levels' presentation slideshows

1.34k views • 55 slides

Measurement and Scaling

Measurement and Scaling. Chapter 6. Learning Objectives : Understand the role of concepts in business research. Explain the notion of measurement. Provide an overview of the types of measurement scales. Distinguish between reliability and validity. What is a concept?.

1.23k views • 32 slides

Segmentation, Targeting, Positioning

Segmentation, Targeting, Positioning. Session-4. Mass Market. Whom do you sell these products. Effective Targeting Requires. Identify and profile distinct groups of buyers who differ in their needs and preferences. Select one or more market segments to enter.

564 views • 29 slides