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Nominal Scale: A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects
Ordinal Scale: A ranking scale in which numbers are
assigned to objects to indicate the relative extent to whic
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marketing efforts.
- Second, our study examines the effect of individual marketing decision variables and does not investigate the interactions among them.
- Third, we use perceptual, not actual, measures of marketing effort.
- Fourth, when the actual marketing expenses are related to brand equity,
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marketing investment (Marketing ROI) is the net return from a marketing
investment divided by the costs of the marketing investment.
마케팅 투자수익률은 마케팅 투자로 발생된 순수익을 마케팅 투자비용으로 나눈 것이다.
Marketing ROI provides a measurement of the profits generated by
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Marketing Research,
Vol.XIX(Nov.) 491-504.
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Measurement of Consumer Satisfaction and Dissatisfaction, 1977, 72-91.
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Measurement of business performance in strategy research: A comparison of approachment. Academy of Management Review, 11(4), 801-814.
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