Marketing Research

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Instruments with Various Measurement Scales Worksheet MKT/441 Version 5 University of Phoenix Material Instruments with Various Measurement Scales Worksheet Describe in no more than 350 words a business situation of your choice where market research can influence decision making. Create six questions for a questionnaire or interview using at least three of the following measurement scales: • • • • • • Nominal Ordinal Interval Ratio Unidimensional Multidimensional Type of Measurement Question Copyright © 2016 by University of Phoenix. All rights reserved. 1 Instruments with Various Measurement Scales Worksheet MKT/441 Version 5 Determine in 525 to 700 words the best sampling procedure. Copyright © 2016 by University of Phoenix. All rights reserved. 2 Instruments with Various Measurement Scales Worksheet MKT/441 Version 5 References APA-formatted citation APA-formatted citation Copyright © 2016 by University of Phoenix. All rights reserved. 3
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Instruments with Various Measurement Scales
Worksheet
MKT/441 Version 5

University of Phoenix Material
Instruments with Various Measurement Scales Worksheet

Marketing Research
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Copyright © 2016 by University of Phoenix. All rights reserved.

1

Instruments with Various Measurement Scales
Worksheet
MKT/441 Version 5

Describe in no more than 350 words a business situation of your choice where market research
can influence decision making.
To remain successful in an ever-changing market environment, it is of paramount importance
for businesses to conduct market research. According to Kubacki & Rundle-Thiele, (2017),
market research is the process in which businesses gather information from consumers on how
to improve their offering to meet their demands. Through market research, businesses tend to
gain a competitive advantage as they are in a position to address the very needs of the
consumers. One of the business situation where market research can influence decision making
is when determining on how best to offer services which attract a specific group in the market.
Faced with a decline in the number of customers, the Canadian Imperial Bank of Commerce
(CIBC) initiated a market research in order to find out the best strategies to attract new
customers while retaining the old ones. Of major concern to the ban was the reduced number of
millennial who constitute a significant part of the population. In order to come up with a
strategy which would attract millennial to the bank, CIBC initiated a marke...


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