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Entries Tagged as 'Measurement instruments'

Review about gale group new product

11 Comments · Marketing Research, Measurement instruments

Alternate/previous data source names: Gale Group New Products Announcements/Plus (NPA/Plus)

SERVICE/PORTAL NAME: NPA/Plus, File 621 in Dialog Classic on the Web (http://www.dialogclassic.com), and also available through Dialog’s proprietary software service. Available through some industry channels on Dialog1 on the Web.

Source description: Gale Group New Product Announcements/Plus (NPA/Plus) is more than just new product announcements (thus the “Plus”).

Anyone who has spent time weeding through article database results chock-full of press releases knows how prolific some companies can be with this type of material.

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Questionnaire design

659 Comments · Measurement instruments

Questionnaire design is key to both qualitative and quantitative research. In the former, even small samples can be investigated using semi-structured (or in other cases, unstructured) questionnaires to elicit answers and to probe interviewees’ responses.

The questionnaire in quantitative research is used as a survey instrument with larger samples, normally containing structured questions for ease of coding and analysis.

A questionnaire is a data collection instrument, formally setting out the way in which research questions should be asked.

Even simple questions need proper wording and organization to produce accurate information.

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How to make survey design

323 Comments · Measurement instruments

Every research problem is unique in some way, and care must be taken to select the most appropriate set of approaches for the problem at hand.

Nevertheless, although every research problem may seem unique, there are usually enough similarities among such problems to allow decisions to be made in advance, as to the best plan to use to resolve the problem and there are some basic survey designs that can be matched to given problems.

There are three basic ways of obtaining primary data in marketing research: survey, observation, and experiment.

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Choice of scales in international marketing research

22 Comments · Measurement instruments

A challenge facing cross-cultural researchers is the development of scales that measure a construct in multiple countries.

In addition to all the issues related to achieving comparability and equivalence in the instrument, there is the underlying issue of whether the construct exists and can be measured using the same or similar instrument in more than one culture.

Most published research dealing with cross-cultural scales reports the results where a scale that has been developed in one country, typically the US, is applied in other countries.

Few, if any, modifications are made to the original scale, with the exception of dropping items that do not exhibit high levels of reliability.

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Measurement instruments: Reliability and validity in marketing

978 Comments · Measurement instruments

Whenever items or individuals are measured, error is likely. Unintentional mistakes may
occur when something under investigation is measured and the true response is sought but not revealed.

This is common in research. Since virtually all research efforts are flawed. Marketing researchers must routinely measure the accuracy of their information.

Researchers must determine measurement error, which is the difference between the information sought and the information actually obtained in the measurement process.

Measurement includes true, accurate information plus some degree of error. We can summarize this idea as follows:

Measurement results = True measurement + Measurement error

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Sampling

19 Comments · Measurement instruments

Once the researcher has decided how primary data is to be collected, the next task is to obtain a sample of respondents that is representative of the target population.

The main sampling techniques can be divided into probability and non-probability methods.

In probability sampling each element of the population has a chance of being selected. In such cases it is possible to compute sampling variation and project the results to the entire population.

In the case of non-probability sampling, the chance of selection of a particular population element is known and, strictly speaking, results cannot be projected to the entire population.

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Sampling techniques

184 Comments · Measurement instruments

Questionnaire design is key to both qualitative and quantitative research. In the former, even small samples can be investigated using semi-structured (or in other cases, unstructured) questionnaires to elicit answers and to probe interviewees’ responses.

The questionnaire in quantitative research is used as a survey instrument with larger samples, normally containing structured questions for ease of coding and analysis.

A questionnaire is a data collection instrument, formally setting out the way in which research questions should be asked.

Even simple questions need proper wording and organization to produce accurate information.

[Read more →]

Tags: