Summary
Chapters
Video Info
Raghu Iyengar, Professor of Marketing at Wharton University, discusses active data collection using surveys, including types of questions and establishing predictive validity and reliability.
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Chapter 1: Raghu Iyengar Discusses Active Data Collection Using Surveys and Self Reporting by Customers
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Chapter 2: Raghu Iyengar Discusses Survey Questions Pros and Cons: Itemized-Category and Comparative
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Chapter 3: Raghu Iyengar Discusses Survey Questions Pros and Cons: Ranked and Paired-Comparison
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Chapter 4: Raghu Iyengar Discusses Survey Questions Pros and Cons: Likert Scale and Continuous Scale
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Chapter 5: Raghu Iyengar Discusses Establishing Predictive Validity and Test-Retest Reliability
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Chapter 6: Raghu Iyengar Summarizes Key Takeaways on the Pros and Cons of Survey Research
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