MKTG 320 Lecture Notes - Lecture 10: Brand Loyalty
Document Summary
Brand loyalty can go back to your family and how you grew up, maybe you grew up with it. If what you want isn"t available would you wait for it to be available? ( are you a switcher or a loyalist?) Ordinal scale: moving from lesser to greater, rankings, thinks are in order ex following 5 attributes of a car that are important to you. Interval scales: start assuming there is equal distance between them. In a ratio scale there is a real 0 value. Reliability: consistency, can count on it happening over and over again. When ranking things it is hard to rank things the same each time you are asked. When designing question you have to take reliability into consideration. Ex coke, taste for new coke did not equate to sales, they assumed taste would sell more but they were wrong. You can have validity without reliability but can"t have reliability without validity.
