Chapter 3
Measurement and Scaling
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
- Understand the scale of measurement and four levels of data measurement
- Understand the criteria for good measurement
- Learn about the various established measurement scales used in marketing research
- Understand the factors to be considered in selecting the appropriate measurement scales
RESEARCH IN ACTION: SIEMENS LTD
Siemens Ltd was founded by Werner Von Siemens in 1847 and was incorporated in India in 1957. In India, Siemens Ltd is operational in the field of electrical and electronics engineering. It operates in the business segments such as energy, healthcare, industry, information and communication, lighting, and transportation. ...
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