Session 2 got done today. It was a loaded one - particularly the introduction to what we mean by constructs in the MKTR context.
We ventured into psychometric scaling and attempted to measure complex constructs using the Likert scale, among others. We also embarked on a common-sensical approach to survey design.
One issue with a lot of MKTR is that it is context-sensitive, so its hard to proclaim 'right' answers that will hold true in general. "It depends" is usually a better bet. Wherever possible I do try to point out general principles and frameworks but in many cases, the problem context decides whether something is true or not.
Well, I will put up a blog post on the subject of "Constructs in MKTR" in the next couple of days. Watch this space.
There were some issues also with the creat.st software but overall, I thought things went by fairly smoothly.
The plan is to share both representative and outlying answers from all sections up here on the blog for enhanced perspective.
I'm also working on a cloud based version of R's software that can allow folks to load data and run R directly off the browser without worrying about the backend code etc. Let's see how that goes.
The homeworks for session 2 are up (see post below).
One other things: Pls form MKTR project groups of upto *5* people each. Previously, I'd said 'exactly 5' people.
Sudhir
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