市场调查方法第十章

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市场调查方法第十章
LEARNING OUTCOMES
Explain what needs to be measured to address a research question or hypothesisDefine operationalizationDistinguish levels of scale measurementExplain the need for index or composite measuresList the three criteria for good measurementExplain the significance of scale reliability and validityDescribe how marketing researchers think of attitudes
After studying this chapter, you should be able to
2007 Thomson/South-Western. All rights reserved.
LEARNING OUTCOMES (cont’ ...

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关键词：市场调查 调查方法 significance Measurement Operational