Measurement and Scaling in Marketing Research | Nominal, Ordinal, Likert & Rating Scales| MBA MM 301

Welcome to the MBA Series!

In this educational video, we cover **MM 301: Marketing Research and Analytics – Module I: Measurement and Scaling** for 2nd-semester MBA students, following the **MAKAUT University syllabus**.

This episode explains the fundamental concepts of measurement and scaling and how researchers convert customer opinions, preferences, attitudes and perceptions into measurable data. It also discusses the different levels of measurement and the comparative and non-comparative scaling techniques commonly used in marketing research.

The discussion is presented in a simple Bengali-English mix to help students understand the concepts easily and prepare effectively for examinations.

This video is part of our **MBA Podcast Series**, designed to simplify complex management topics in an engaging and easy-to-understand manner.

**Perfect for:**

MBA students
MAKAUT University learners
Marketing Research and Analytics students
Marketing Management students
Management and Business Studies students
Competitive examination aspirants
Anyone interested in understanding measurement and scaling techniques

**Topics Covered:**

• Meaning and importance of Measurement
• Meaning and concept of Scaling
• Primary Measurement Scales
• Nominal Scale
• Ordinal Scale
• Interval Scale
• Ratio Scale
• Differences among Nominal, Ordinal, Interval and Ratio Scales
• Comparative Scaling Techniques
• Paired Comparison Scale
• Rank Order Scale
• Non-Comparative Scaling Techniques
• Continuous Rating Scale
• Itemized Rating Scale
• Likert Scale
• Semantic Differential Scale
• Applications of Measurement and Scaling in Marketing Research
• Selection of an appropriate Scaling Technique

Watch the complete video to understand how marketing researchers measure customer attitudes and preferences, select suitable measurement scales and apply comparative and non-comparative scaling techniques to collect meaningful and reliable research data.

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Видео Measurement and Scaling in Marketing Research | Nominal, Ordinal, Likert & Rating Scales| MBA MM 301 канала AIMTECH Academy