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CHAPTER 4: THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH

For the reflection or describing, with accuracy, an appearance (substance, quantity); material or psychological status of the research subject, are needed to measure them as definite standards. The measurement is not only the definite size of physical dimension but also whatever concepts, which can be compared each other. | CHAPTER 4 THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH HỒ CHÍ MINH CITY UNIVERSITY OF INDUSTRY FACULTY OF BUSINESS ADMINISTRATION MARKETING RESEARCH CONTENTS The concept of measurement; What is measured?; The benefits of the measurement; The laws (rules) of measurement; Measure scales; Three standards of a measurement; Psychological measure; The review questions. For the reflection or describing, with accuracy, an appearance (substance, quantity); material or psychological status of the research subject, are needed to measure them as definite standards. The measurement is not only the definite size of physical dimension but also whatever concepts, which can be compared each other. The measurement is an indispensable tool to marketing research. THE CONCEPT OF MEASUREMENT In the range of the subject (Marketing research) is the measurement objects that we care essentially as: Social – economic phenomenon and human psychological status. 1. WHAT IS . | CHAPTER 4 THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH HỒ CHÍ MINH CITY UNIVERSITY OF INDUSTRY FACULTY OF BUSINESS ADMINISTRATION MARKETING RESEARCH CONTENTS The concept of measurement; What is measured?; The benefits of the measurement; The laws (rules) of measurement; Measure scales; Three standards of a measurement; Psychological measure; The review questions. For the reflection or describing, with accuracy, an appearance (substance, quantity); material or psychological status of the research subject, are needed to measure them as definite standards. The measurement is not only the definite size of physical dimension but also whatever concepts, which can be compared each other. The measurement is an indispensable tool to marketing research. THE CONCEPT OF MEASUREMENT In the range of the subject (Marketing research) is the measurement objects that we care essentially as: Social – economic phenomenon and human psychological status. 1. WHAT IS MEASURED? Measurement of physical phenomenon Measurement of human psychological status. Measurement of Social – economic phenomenon 2. The benefit of the measurement Defining accuracy and quantity or level of physical; economic; human society; or psychology Comparing difference between things, human, or attitude Easily to subgroup, classify, arrange, statistic, calculate of rate. 3. The laws (rules) of measurement Example 2: That amount loyal to brands with scores from 1 to 7. 7 points is always only buy goods with trademark use (if this store will not have to go find somewhere else to buy or when to buy new). Point 1 is the ever-changing brand. In addition to the points 2,3,4,5,6 are instructions for specific points . Example 1: Measuring the time “go to shopping” has to stipulate that is the time from going into the supermarket to paying and leaving. 4. Measure scale kinds There’re 4 kinds of basic measure scales Ratio Norminal Ordinal Interval 4.1 The Nominal .