Marketing Research Principles, 2e Putting Research Into Practice Kenneth E. Clow and Karen E. James 
Chapter 9 Measurement Methods 

Videos 



Topic 
Video Link 
Title and Description (time)  
Scales 
Levels of Measurement in Statistics The four levels of measurement scales are covered in this video, with examples of each and an explanation of the appropriate statistical and mathematical procedures. (12:37) 

Descriptive Statistics In this video the types of data produced by each of the four scales is presented. (7:41)  
Reliability and Validity  Reliability and Validity This video presents the various types of reliability and validity tests that can be used by researchers. (8:18) 

Statistical Reporting  Pie of Pie Charts Pie of pie charts is explained in this video. (6:23)  
Statistics Review Dealing with Data  Please refer to videos in previous chapters.  Independent Sample ttest  Chapter 7 Paired Sample ttest  Chapter 7 One Sample ttest  Chapter 6 ANOVA  Chapter 6 Chisquare  Chapter 5 Frequencies and Means  Chapter 4  