Marketing Research Ppt

Measurement and Scaling Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

RANKING SCALES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

RANKING SCALES ,[object Object],[object Object],Superior 1 About the same 2 3 Inferior 4 5

Semantic differential scale for analyzing candidates and an industry leadership position ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

7 6 5 4 3 2 1 Evaluation Potency Activity Soc Prog. True Succ. Str. Tena. Heavy Act. Fast Hot Slow Cold Passive Light Yielding Weak Unsuccessful False Regressive Un secured

BASIC SCALES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],100 90 80 70 60 50 40 30 20 10 0 ABSOLUTELY CERTAIN STRONG POSSIBILITY SLIGHT POSSIBILITY ABSOLUTELY NO CHANGE

[object Object],EXCELLENT VERY GOOD GOOD FAIR NOT SO GOOD POOR DON’T KNOW(D K) / CAN’T SAY

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],POOR EXCELLENT

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MEASUREMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object]

Scaling Techniques Comparative Non- Comparative Scales Scales Paired Rank Constant Q- Sort Continuous Itemized Comparison Order Sum Rating Rating Scales Scales Likert Semantic Stapel Differential

[object Object],[object Object],[object Object],[object Object]

Rating Scale ,[object Object],[object Object],[object Object],[object Object],No Yes No Yes

Rating Scale ,[object Object],[object Object],Other News Paper Radio T V Relative Friend

Rating Scale ,[object Object],-1 -1 -1 -2 -2 -2 -3 -3 -3 -4 -4 -4 -5 -5 -5 Reputation Exciting product Technology leader +1 +1 +1 +2 +2 +2 +3 +3 +3 +4 +4 +4 +5 +5 +5

Rating Scale ,[object Object],[object Object],S D A Disagree Undecided Agree Strongly

Rating Scale ,[object Object],[object Object],[object Object],[object Object],[object Object]

Rating Scale ,[object Object],[object Object],[object Object],[object Object],Unfavorable Favorable Extremely 1 2 3 4 5 Extremely

Rating Scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 2 3 4 5 6 7 Unimportant Important

SCALING METHOD Scaling methods Ranking scales Rating scales Paired comparison Rank order numerical graphic Check list Rating scale : categorical Ranking scale : comparative RATING SCALER: We judge an object against some specified criteria (in absolute terms)

RATING SCALER ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ERRORS ,[object Object],[object Object],[object Object]

Marketing Research Ppt

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Marketing Research Ppt

Ähnlich wie Marketing Research Ppt (20)

Mehr von Vivek Sharma

Mehr von Vivek Sharma (14)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Marketing Research Ppt