A way of management study

Concept of Measurement
From a marketing decision viewpoint ,
managers are interested in measuring
various aspects of the marketing system.

The measurement of marketing

phenomena is fundamental to providing
meaningful information for marketing
decision making.
 Definition

In marketing research , the measurement

process involves using quantification of data
(numbers) to represent the marketing
phenomena under investigation
Therefore, measurement may be defined
as the assignment of numbers to
characteristics of objects, which portray the
object , according to certain rules .
Classification Of Measurement
Scales
Nominal Ordinal
Scale Scale

Interval Ratio
Scale Scale
Nominal Scale:

Nominal scale is simply a system of assigning

number symbols to events in order to label
them.
Nominal scale is the least powerful level of
measurement . It indicates no order or
distance relationship & has no arithmetic
origin. A nominal scale simply describes
differences between things by assigning them
to categories. Nominal data are, thus, counted
data.
Ordinal Scale

An ordinal scale provides information

about the ordered relationship among
objects.
The ordinal scale places events in order,
but there is no attempt to make the
intervals of the scale relating to qualitative
phenomena.
 Interval Scale

Interval scale provide more powerful

measurement than ordinal scales for
interval scale also incorporates the
concept of equality of interval.
 Ratio Scale
Ratio scale represents the actual amounts of
variables . Measures of physical dimensions such
as weight, height , distance etc. are examples .

Generally , all statistical techniques are usable

with ratio scales & all manipulations that one
carry out with real numbers can also be carried
with ratio scale values.
 SOURCES OF ERROR IN
MEASUREMENT

Respondent
Situation
Measurer
Instrument
 TEST OF SOUND
MEASUREMENT
 Test of validity
●Content validity
●Criteria related validity
►Predictive validity
►Construct validity
 Test of Reliability
 Test of Practicality
 Thanks

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