malhotra22.ppt 772KB Aug 31 2008 09:28:24 PM
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AAPOR : American Association for Public Opinion Research ( www.aapor.org ). ARF : The Advertising Research Foundation (
4) Sampling of items included in the scale: addition, deletion, or changes in the scale items. 5) Lack of clarity of the scale, including the instructions or the items themselves..
These rules can be used on existing datasets to validate and check the data, whether or not the questionnaire used to collect the data was constructed in Data Entry. Data
Discriminant analysis is a technique for analyzing data when the criterion or dependent variable is categorical and the predictor or independent variables are interval
orthogonal method of rotation that minimizes the number of variables with high loadings on a factor, thereby enhancing the interpretability of the factors. Orthogonal
data, spatial maps can also be obtained by using factor or discriminant analysis. By factor analyzing the data, one could derive
Marketing’s Impact on Consumers: The Meaning of Consumption (cont.). • Consumption
– Mnemonic qualities: Aspects of a consumer’s possessions that serve as a form of external memory which prompts the retrieval of episodic memories. • The Marketing Power
