Ebook Essentials of marketing research (4th edition): Part 2
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Ebook Essentials of marketing research (4th edition): Part 2
This page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2role of measurement in marketing research.2Explain the four basic levels of scales.3Describe scale development and its importance in gathering primary data.4Discuss comparative and noncomparative scales.Santa Fe Grill Mexican Restaurant:Predicting Customer LoyaltyAbout IS months after opening their Ebook Essentials of marketing research (4th edition): Part 2first restaurant near Cumberland Mall in Dallas. Texas, the owners of the Santa Fe Grill Mexican Restaurant concluded that although there was anotherEbook Essentials of marketing research (4th edition): Part 2
Mexican theme competitor located nearby (Jose’s Southwestern Café), there were many more casual dining competitors within a 3-mile radius. These otherThis page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2o offered some Mexican foixl items. Concerned with growing a stronger customer base in a very competitive restaurant environment, the owners had initially just focused on the image of offering the best, freshest “made-from-scratch" Mexican foods possible in hopes of creating satisfaction among their Ebook Essentials of marketing research (4th edition): Part 2 customers. Results of several satisfaction surveys of current customers indicated many customers had a satisfying dining experience, but intentions tEbook Essentials of marketing research (4th edition): Part 2
o revisit the restaurant on a regular basis were low. After reading a popular press article on customer loyalty, the owners wanted to belter understanThis page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2nding of customer loyalty, the Santa Fe Grill owners contacted Burke’s (www.hiirke.comi Customer Satisfaction Division. They evaluated several alternatives including measuring customer loyally, intention to recommend and return to the restaurant, and sales. Burke representatives indicated that custo Ebook Essentials of marketing research (4th edition): Part 2mer loyalty directly influences the accuracy of sales potential estimates, traffic density is a better indicator of sales than demographics, and custoEbook Essentials of marketing research (4th edition): Part 2
mers often prefer locations where several casual dining establishments are clustered together so more choices are available. At the end of the meetingThis page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2pments can be gained from the Santa Fe Grill experience. First, not knowing the critical elements that influence customers’ restaurant loyalty can lead to intuitive guesswork and unreliable sales predictions. Second, developing loyal customers160Part 3 Gathering and Cc lecting Accurate Datarequires Ebook Essentials of marketing research (4th edition): Part 2identifying and precisely defining constructs that predict loyalty (i.e.. customer attitudes, emotions, behavioral factors). When you finish this chapEbook Essentials of marketing research (4th edition): Part 2
ter, read the Marketing Research in Action at the end of the chapter to see how Burke Inc. defines and measures customer loyalty.Value of Measurement This page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2 could sell his corn, potatoes, or apples, both he and the buyer had to decide on a common unit of measurement. Over time this particular measurement became known as a bushel or tour pecks or. more precisely, 2,150.42 cubic inches. In the early days, measurement was achieved simply by using a basket Ebook Essentials of marketing research (4th edition): Part 2 or container of standard size that everyone agreed was a bushel.From such simple everyday devices as the standard bushel basket, we have progressed iEbook Essentials of marketing research (4th edition): Part 2
n the physical sciences to an extent that we are now able to measure the notation of a distant star, the altitude of a satellite in microinches, or tiThis page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2ns controlling a surgical laser.In most marketing situations, however, the measurements are applied to things that are much more abstract than altitude or time. For example, most decision makers would agree that it is important to have information about whether or not a firm's customers are going to Ebook Essentials of marketing research (4th edition): Part 2 like a new product or service prior to introducing it. In many cases, such information makes the difference between business success and failure. YetEbook Essentials of marketing research (4th edition): Part 2
. unlike time or altitude, people's preferences can be very difficult to measure accurately. The Coca-Cola Company introduced New Coke after incompletThis page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2fective decision making, this chapter provides a basic understanding of the importance of measuring customers' attitudes and behaviors and other marketplace phenomena. We describe the measurement process and the decision rules for developing scale measurements. The focus is on measurement issues, co Ebook Essentials of marketing research (4th edition): Part 2nstruct development, and scale measurements. Tire chapter also discusses popular scales that measure attitudes and behavior.M Overview of the MeasuremEbook Essentials of marketing research (4th edition): Part 2
ent ProcessMeasurement An interjretrve process of determining the intensity (or amount) of information about constructs, concepts, or objects.MeasuremThis page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2As part of the measurement process, researchers assign either numbers or labels to phenomena they measure. For example, when gathering data about consumers who shop for automobiles online, a researcher may collect information about their attitudes, perceptions, past online purchase behaviors, and de Ebook Essentials of marketing research (4th edition): Part 2mographic characteristics. Then, numbers are used to represent how individuals responded to questions in each of these areas.The measurementprocess coEbook Essentials of marketing research (4th edition): Part 2
nsists of two tasks: (1) construct selection/development and (2) scale measurement. To collect accurate data, researchers must understand whatChapter This page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2ess is to precisely identify and define what is to be measured. In turn, the scale measurement process determines how to precisely measure each construct. For example, a 10-poinl scale results in a more precise measure than a 2-point scale. We begin with construct development and then move to scale Ebook Essentials of marketing research (4th edition): Part 2measurement.■■ What Is a Construct?A construct is an abstract idea or concept formed in a person's mind. Ihis idea is a com bination of a number of siEbook Essentials of marketing research (4th edition): Part 2
milar characteristics of the construct, lhe characteristics are the variables that collectively define the concept and make measurement of the conceptThis page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the r Ebook Essentials of marketing research (4th edition): Part 2his customer genuinely enjoyed my helping her/him.•This customer likes to talk to people.•This customer was interested in socializing.This page iníentiuiiaH) left blankMeasurement and ScalingChapter 7Learning ObjectivesAfter reading this chapter, you will be able to:1Understand the rGọi ngay
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