uni-dimensional, nominal, interval; attitudinal study
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1). How do market researchers utilize scales to establish quantifiable measures of subjective and abstract concepts? Discuss each of the general types of scaling, such as uni-dimensional and multidimensional scales, nominal, ordinal scales, interval and ratio scales. Try to use examples from your experience.
2). Bill Bennett has a background in computers. He is getting ready to open a business specializing in selling and installing computer systems for small and medium-sized businesses. Bill has hired a market research company to help him develop a marketing strategy for his new business. They want to measure the demand for Bill's service, and suggest an attitudinal study of small businesses toward the purchase of computer systems. Bill wants to know why he would care about attitudes since he is only interested in their behaviors. If you were the market researcher, how would you address Bill's concerns? Be Specific.
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How do market researchers utilize scales to establish quantifiable measures of subjective and abstract concepts? Discuss each of the general types of scaling, such as uni-dimensional and multidimensional scales, nominal, ordinal scales, interval and ratio scales. Try to use examples from your experience.
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1). How do market researchers utilize scales to establish quantifiable measures of subjective and abstract concepts? Discuss each of the general types of scaling, such as uni-dimensional and multidimensional scales, nominal, ordinal scales, interval and ratio scales. Try to use examples from your experience.
Marketers need tools to help them market their products properly. Advertising the new Barbie Doll during a football game is a poor use of marketing. Advertising a Hockey game during Sesame Street would also be a poor use of marketing.
Uni-dimensional scaling is when a consumer a consumer is asked do you like the product? And the answer would be yes or no. This is simple market research. Burger King recently did this with its "Whopper Virgins" marketing strategy. Burger King went to all parts of the world and asked "Do you like the Whopper or the Big Mac ...
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