If you a marketing or management student (Bachelor, Masters or PhD) or professional wishing to measure consumer or participant’s perceptions, you should use the marketing handbook of scales. In this previous article I explained how the handbook works and how the scales are structured. And after you have used them, there is something very important to calculate: its...

Struggling to understand how to use SPSS for your analysis? Every semester I face this issue with my students: Panic and insecurity to run certain analysis or to use SPSS. So I decided to develop a series of tutorial videos to help you run your analysis. Here, we’ll discuss the Independent Samples T-Test. What is an Independent Samples T-Test? It is a test that allows us to...

Can you cook? I will admit: I am a terrible cook. I know how to make a decent salad, incredible popcorn (to me it counts as cooking. Do not judge.) and the classic “scrambled eggs with a lot of cheese”. Apart from this, do not count on me for a fancy meal. One day, I asked my mother (true story, by the way!) for a recipe for a lasagna. My friend, I swear I followed...

Are you writing a Marketing thesis or research paper? Yes? Well, then this article is VERY IMPORTANT to you. One of the key aspects you will be evaluated on is the credibility and suitability of your academic sources. What does this mean? It refers to where your theoretical foundation is coming from. If the works you are citing are credible enough for you to draw hypotheses,...

Marketing students and professionals, follow me here: Imagine this scene: You are feeling unwell and go to the doctor. You believe you have a fever and the doctor measures your body temperature, but he is unsure his thermometer is working properly. Would you use the results to define if you should take antibiotics? Probably NOT. Why? Because the results are probably not valid, as...