Conceptual Framework of Pizza Hut

A. PRIMARY SCALES OF MEASUREMENT

NOMINAL SCALE

Nominal scales could simply be called labels, and the examples of these are gender (male/female), hair color (if it is black, brown or blonde), occupation (teacher, doctor or public servant) and last is geographic location (north or south of the equator).

ORDINAL SCALE

Ordinal scales are used to measure attitudes, preferences, occupation, social classes, ranking of individuals, attitudes or items along the continuum of the characteristic being scaled.

INTERVAL SCALE

This scale is used to measure common statistical measures such as range, standard deviation and correlation.

RATIO SCALE:

Examples of variables which are ratio scaled include weights, lengths and times.

B. EXAMPLE OF CONSTANT SUM SCALING

C. REALIBILITY

- a quality of measurement indicating the degree to which the measure is consistent, that is, repeated measurements would gave the same result.

VALIDITY

* a quality of measurement indicating the degree to which the measure reflects the underlying construct that is, whether it measures what is purpose to measure.

GENERABILITY

* It can be defined as the extension of research findings and conclusions from a study conducted on a sample population to the population at large.

D. QUESTIONNAIRE DESIGN PROCESS

- List of a research or survey questions asked to respondents, and designed to extract specific information. It is a subject fundamental to the market research function.

E. NULL HYPOTHESIS

- A proposition that undergoes verification to determine if it should be accepted or rejected in favor of an alternative proposition. Often the null hypothesis is expressed as "There is no relationship between two quantities." For example, in market research, the null hypothesis would be "A ten-percent increase in price will not adversely affect the sale of this product." Based on survey results, this hypothesis will be either accepted as correct or rejected...