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

Chapter 10

Marketing Scales
Videos
Clow James Marketing Research - Chapter 10 Videos

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Video Link
Title and Description (time)

Marketing Scales

Clow James Marketing Research Chapter 10 VideosClow James Marketing Research Video Lab - Chapter 8 Measurement and Scaling
This is a comprehensive video that explains various scaling techniques, describes each of the scales, and then shows examples. (15:37)
Clow James Marketing Research Chapter 10 Videos.
Clow James Marketing Research Video Lab - Chapter 8 Creating a Likert Scale
This student created a video that is entertaining as it provides the basics for creating Likert scale questions. (4:57)
Clow James Marketing Research Chapter 10 VideosClow James Marketing Research Video Lab - Chapter 8Creating a Semantic Differential Scale
Students explain how to create semantic differential scale questions. (4:06)
Valid and Reliable Measurements Clow James Marketing Research Chapter 10 Videos
Clow James Marketing Research Video Lab - Chapter 8Correlation Analysis
A tutorial on correlation analysis using SPSS with an explanaation of the output. (6:56)
Clow James Marketing Research Chapter 10 VideosClow James Marketing Research Video Lab - Chapter 8Clow James Marketing Research Video Lab Chapter 5Factor Analysis using SPSS
The concept of a factor analysis is explained in this video with an explanation of the output. (8:17)
Statistical ReportingClow James Marketing Research Chapter 10 VideosClow James Marketing Research Video Lab - Chapter 8Excel Video 124 Two Y Axes
Creating a graph with two Y axes is illustrated in this video. (4:53)
Statistics Review
Dealing with Data
Clow James Marketing Research Chapter 10 VideosClow James Marketing Research Video Lab - Chapter 8Clow James Marketing Research Video Lab Chapter 5How 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)

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