Marketing Research Principles, 2e Putting Research Into Practice Kenneth E. Clow and Karen E. James 
Chapter 10 Marketing Scales 

Videos 



Topic 
Video Link 
Title and Description (time)  
Marketing Scales  Measurement and Scaling This is a comprehensive video that explains various scaling techniques, describes each of the scales, and then shows examples. (15:37)  
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Creating a Likert Scale This student created a video that is entertaining as it provides the basics for creating Likert scale questions. (4:57) 

Creating a Semantic Differential Scale Students explain how to create semantic differential scale questions. (4:06)  
Valid and Reliable Measurements  Correlation Analysis A tutorial on correlation analysis using SPSS with an explanaation of the output. (6:56) 

Factor Analysis using SPSS The concept of a factor analysis is explained in this video with an explanation of the output. (8:17)  
Statistical Reporting  Excel Video 124 Two Y Axes Creating a graph with two Y axes is illustrated in this video. (4:53)  
Statistics Review Dealing with Data  How to Use SPSS  Cronbach's Alpha Reliability Test This video shows how to obtain a Cronbach's Alpha in SPSS and then explains the meaning of the output. (5:56)  