Chennai Bakers’ Sales Concerns: Measuring and Scaling Dilemmas
Synopsis
This caselet intends to introduce the students/participants to the concept of measurement and scaling. Arun Prasad, the Founder and CEO, Chennai Bakers, a startup bakery store, wants to identify and correct the cause of declining sales of cakes. Prof. Xavier decided to develop a questionnaire with effective scaling.
Prerequisite Conceptual Understanding
The students/participants should be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Marketing Research:
- • Naresh K. Malhotra and Satyabhushan Dash, “Measurement and Scaling: Fundamentals and Comparative Scaling”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the concept of measurement and scaling and different types of comparative scaling
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 of measurement and scaling and its importance in marketing research
Assignment Questions
- I. What do you understand by measurement and scaling? What are the basic characteristics of a scale? Why are they important for marketing research in general, and for getting the relevant information in a desired format (Questionnaire, for instance), in particular?
- II. What are the primary scales of measurement?
- III. .....................
Preamble to this Case Analysis
This caselet was used to introduce the participants/students to the idea of measurement and scaling. The characteristics and classification of scaling were discussed and analyzed in the light of Chennai Baker’s marketing research project. Accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I] ........................