Marketing

Definition: Marketing refers to a systematic process for creating, communicating, delivering and exchanging the offering, having value to the customers and also for building and managing the strong relationship with the customers and suppliers which is profitable to the organization and stakeholders as well. Marketing Mix The conventional means of understanding the basic … [Read more...] about Marketing

Definition: Retailing is a distribution process, in which all the activities involved in selling the merchandise directly to the final consumer (i.e. the one who intends to use the product) are included. It encompasses sale of goods and services from a point of purchase to the end user, who is going to use that product. Any business entity which sells goods to the end user … [Read more...] about Retailing

Definition: Questionnaire is a systematic, data collection technique consists of a series of questions required to be answered by the respondents to identify their attitude, experience, and behavior towards the subject of research. One of the most critical parts of the survey is the creation of questions that must be framed in such a way that it results in obtaining the … [Read more...] about Questionnaire Design Process

Definition: A Questionnaire is a structured form, either written or printed, consists of a formalized set of questions designed to collect information on some subject or subjects from one or more respondents. In other words, a data collection technique wherein the respondents are asked to give answers to the series of questions, written or verbal, about a pertinent topic is … [Read more...] about Questionnaire

Definition: A multi-item scale is designed to measure the respondent’s attitude towards more than one attribute related to the stimulus object. It is a rating scale comprising of multiple items, where each item is a single question or a statement that needs to be evaluated. The Likert, Semantic Differential, and Stapel scales are the examples of multi-item scales, comprising … [Read more...] about Multi-Item Scale

Definition: Stapel Scale is a unipolar (one adjective) rating scale designed to measure the respondent’s attitude towards the object or event. The scale is comprised of 10 categories ranging from -5 to +5 without any neutral point (zero). The stapel scale got its name after its developer Jan Stapel. The scale is usually constructed vertically with a single adjective in the … [Read more...] about Stapel Scale

Definition: The Semantic Differential Scale is a seven-point rating scale used to derive the respondent’s attitude towards the given object or event  by asking him to select an appropriate position on a scale between two bipolar adjectives (such as “warm” or “cold”, “powerful” or “weak”, etc.) For example, the respondent might be asked to rate the following five attributes … [Read more...] about Semantic Differential Scale

Definition: A Likert Scale is a scale used to measure the attitude wherein the respondents are asked to indicate the level of agreement or disagreement with the statements related to the stimulus objects. The Likert Scale was named after its developer, Rensis Likert. It is typically a five response category scale ranging from “strongly disagree” to “strongly agree”. The … [Read more...] about Likert Scale

Definition: The Itemized Rating Scale is an Ordinal Scale that has a brief description or numbers associated with each category, ordered in terms of scale positions. The respondents are asked to select the category that best describes the stimulus object being rated. The following are the most commonly used itemized rating scales: Likert Scale: A Likert Scale is a scale … [Read more...] about Itemized Rating Scale

Definition: The Continuous Rating Scale is a Noncomparative Scale technique wherein the respondents are asked to rate the stimulus objects by placing a point/mark appropriately on a line running from one extreme of the criterion to the other variable criterion. The continuous rating scale is also called as a Graphic Rating Scale. Here the respondent can place a mark anywhere … [Read more...] about Continuous Rating Scale