Shayan Shaikh, PhD student in the Department of Psychology at the University of Warwick, discusses her research in scale development and validity for consumer psychology.
- Product: Sage Research Methods Video: Market Research
- Type of Content: Tutorial
- Title: An Introduction to Scale Development & Validity for Consumer Psychology
- Publisher: SAGE Publications Ltd.
- Publication year: 2020
- Online pub date:
- Discipline: Marketing
- Methods: Research design, Research questions, Data collection, Methodology, Marketing research
- Duration: 00:14:15
Keywords: causation, conspicuous consumption, consumer behavior, correlation, evolutionary psychology, factor analysis: confirmatory, factor analysis: exploratory, incremental scales, likert scales, marketing research, multivariate analysis, participation (research), qualitative research, replication (evaluation), Scales of measurement, validity of measurement, variables (research)
Academic: Shayan ShaikhOnline ISBN: 9781529734119Copyright: (c) SAGE Publications Ltd., 2020