The validity of a scale may be defined as the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random error. Perfect validity requires that there be no measurement error (Xo = XT, XR = 0, Ks = 0). Researchers may assess content ~alidity riterion…
The Situation The U.S. athletic footwear market is likely to grow slowly during 2008-2012. characterized by good volume sales and falling prices. according to a recently published report from Mintel International It projects annual growth of less than 3 percent. before inflation. This is due to factors such as overly complex manufacturer/retailer relationships that sap brand loyalty and…
In constant sum scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of stimulus objects with respect to some criterion. As shown in Figure 8.5, respondents may be asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each…
Paired Comparison Scaling As its name implies, in paired comparison scaling, a respondent is presented with two objects and asked to select one according to some criterion. The data obtained are ordinal in nature. Respondents may state that they shop in JCPenney more than in Sears, like Total cereal better than Kellogg’s Product 19, or like Crest more…
In the department store project, numbers I through 10 were assigned to the 10 stores considered in the study (see Table 8.2). Thus store number 9 referred to Sears. This did not imply that Sears was in any way superior or inferior to Neiman Marcus, which was assigned the number 6. Any reassignment of the numbers, such as…
The World’s and America’s Most Admired Companies The value of the World’s Most Admired Companies rankings, as with Fortune ‘s list of America’s most admired, lies in their having been bestowed by the people who are closest to the action: senior executives and outside directors in each industry, and financial analysts who are in a position to…
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