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Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau
Edition 3ISBN: 978-0078028816Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau
Edition 3ISBN: 978-0078028816 Exercise 3
For each of the scales shown below (A, B, and C), answer the following questions:
a. What type of data is being collected?
b. What level of scale measurement is being used?
c. What is the most appropriate measure of central tendency?
d. What is the most appropriate measure of dispersion?
e. What weakness, if any, exists with the scale?
a. What type of data is being collected?
b. What level of scale measurement is being used?
c. What is the most appropriate measure of central tendency?
d. What is the most appropriate measure of dispersion?
e. What weakness, if any, exists with the scale?
Explanation
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There are four levels of scales to measu...
Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau
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