Progressive Marketing Research Consulting Pvt. Ltd. (B): Multi-item Scales and Evaluation
The caselet series was used to introduce the participants/students to the concept of non-comparative scaling techniques. The characteristics, classification and applicability of non-comparative scaling were discussed using the two series Caselets – Progressive Marketing Research Consulting Pvt. Ltd. (A): Non-comparative Scaling Techniques and Itemized Rating Scale Decisions and Progressive Marketing Research Consulting Pvt. Ltd. (B): Multi-item Scales and Evaluation. While Caselet (A)’s facts would be used to have the overview of non-comparative scaling techniques, Caselet (B)’s facts would be useful to analyse the multi-item scale along with, to assess the validity and reliability of a multi-item scale.
Prerequisite Conceptual Understanding
The students/participants must be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Scaling Techniques:
- • Naresh K. Malhotra and Satyabhushan Dash, “Measurement and Scaling: Non-comparative Scaling Techniques”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the concept and importance of non-comparative scaling techniques, multi-item scale and assessing validity and reliability of a multi-item scale
Case Positioning and Setting
This caselet series can be used in: MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the concept and importance of non-comparative scaling techniques in marketing research
- I. What are multi-item scales? What is their importance to marketing research? Do you think all the three questionnaires that were developed were based on multi-item scales?
- II. How do you evaluate/assess a multi-item scale? Evaluate the scales used in the questionnaire developed for the three establishments – Bloom Boutique, PRIME University and Akash Electronics.
- III. ...................
Preamble to Case Analysis
While Caselet (A) must have sensitized the students/participants to the concept and importance of non-comparative scaling techniques and non-comparative itemized rating scale decisions, the purpose of Caselet (B) was to introduce the students to the concept and importance of multi-item scales in preparing a questionnaire and the criteria for evaluating the accuracy, reliability and validity of multi-item scales. Accordingly, the caselets were analyzed and discussed [Exhibit (TN)-I]................