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Progressive Marketing Research Consulting Pvt. Ltd. (B): Multi-item Scales and Evaluation

CASELET, MARKETING RESEARCH
ET Cases, 3 pages

Case Preview

Progressive Marketing Research Consulting Pvt. Ltd. (B): Multi-item Scales and Evaluation

 

On September 25th 2015, as committed, Naren and Arun developed the questionnaires and sent to Anil, who in turn sent to Amit. After having a brief discussion with Anil, Amit sent the respective questionnaires to the three clients – Bloom Boutique, PRIME University and Akash Electronics. Amit suggested Anil to either meet up or have a con-call with all the Owner/CEOs/Directors of the three establishments explaining them the underlying logic of respective questionnaires. Anil scheduled con-calls with each of the three clients on September 27th 2015 as per the pre-scheduled timings........

Teaching Note Preview

Progressive Marketing Research Consulting Pvt. Ltd. (B): Multi-item Scales and Evaluation

 

Synopsis

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

Assignment Questions

  • 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]................

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Product code: MR-2-0010(b), MR-2-0010(b)A

Abstract


Naren and Arun of Progressive Marketing Research and Consulting Pvt. Ltd. (PMRC) developed questionnaires for all three clients - Bloom Boutique, PRIME University and Akash Electronics - and submitted within the stipulated time. As suggested by Amit, Anil discussed with each of the clients and explained them the underlying logic of respective questionnaire. He explained how the questionnaire was developed with appropriate procedures and steps using multi-item scale technique, how their validity and reliability were assessed. Second in the two-caselet series on non-comparative scaling techniques in marketing research, this caselet triggers a discussion on multi-item scaling techniques and the way to evaluate a multi-item scale-based questionnaire.



Pedagogical Objectives

  • To understand the concept of multi-item scale and discuss the steps to be followed to develop a multiitem scale based questionnaire
  • To examine how a multi-item scale can be evaluated for its accuracy, reliability and validity
  • To examine the factors to be considered while choosing a scaling technique

Case Positioning and Setting
This caselet can be used in:

MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the concept and importance of multi-item scale and its evaluation for reliability and validity in marketing research





This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
$3.37
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