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Measuring Techniques in Industries

Measuring Techniques in Industries

Discuss Measuring Techniques in Industries within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Measurement techniques can be parametric or non-parametric. Since our research does not provide fix parameters we use the non-parametric techniques ...

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Abhijeet S
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Measuring Techniques in Industries - September 7th, 2010

Measurement techniques can be parametric or non-parametric. Since our research does not provide fix parameters we use the non-parametric techniques for the survey. The following non-parametric measurement techniques:


Likert Scales:
  • It involves a list of statements related to the attitudes in questions.

  • Instead of checking only those statements which they agree here the respondents are asked the degree of agreement or disagreement with each of the statements.

  • Each degree of agreement is given a numerical score and the respondents total score is computed by summing up the scores from all the statements. Likert scales are of the ordinal type.

  • They enable one to rank attitudes. In our research after getting the responses from the respondents we ranked the scale parameters with 1 being the highest rank i.e. very strongly preferred for fuel efficiency in Q.6, 11(a) and 12 has got the highest rank.

  • Then the rank and the total responses were multiplied in that cell and according the features were ranked. This is how we measured the responses for the features preferred and the influences on the buying decision.



Ranksum Technique:

  • Since the exposure level cannot be compared like from slow to fast they have to be ranked according to their maximum satisfaction .

  • Therefore they have to be ranked accordingly and then the same process of Likert is followed to measure the response.



Graphical Method:
  • It is the graphical presentation of the data collected.

  • The data can be easily understood by either presenting it in bar graphs or pie charts or other such forms.

  • Thus in all the other questions have been represented in a graphical way which easily helps us to know the percent of people in favour of the different options.


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