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

Chapter 9

Measurement Methods
Videos
Clow James Marketing Research - Chapter 9 Videos

Videos MenuHomeBlogDatasets

Topic
Video Link
Title and Description (time)

Scales
Clow James Marketing Research - Chapter 9 Video
Clow James Marketing Research Video Lab - Chapter 8Levels 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)
Clow James Marketing Research - Chapter 9 VideoClow James Marketing Research Video Lab - Chapter 8Descriptive Statistics
In this video the types of data produced by each of the four scales is presented. (7:41)
Reliability and Validity Clow James Marketing Research - Videos Chapter 9
Clow James Marketing Research Video Lab - Chapter 8Reliability and Validity
This video presents the various types of reliability and validity tests that can be used by researchers. (8:18)

Statistical ReportingClow James Marketing Research - Videos Chapter 9Clow James Marketing Research Video Lab - Chapter 8Pie 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 t-test - Chapter 7
Paired Sample t-test - Chapter 7
One Sample t-test - Chapter 6
ANOVA - Chapter 6
Chi-square - Chapter 5
Frequencies and Means - Chapter 4




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