Internet and the buying pattern of customer - MyAssignmenthelp.com

Question: Discuss about the Internet and the buying pattern of the customer. Answer: Introduction Scales can be defined, as a composite measure of the various theoretical concepts, which are composed from the information derived by means of several indicators as well as questions (Bruner 2013). It is often said to encompass both the analytical selection process of observing a given subject as well as the role of the observer as to determining the identity of the particular system (Graue 2015). Therefore, it can be said that the concept of scales use various indicators or questionnaire items to measure the complex subjective concepts like happiness, religiosity, job satisfaction and other aspects. It is often seen that these complex subjective concepts are difficult to measure using the traditional objectives or by the single indicators (Graue 2015). Replicable scales A replicable scale, can be defined, as the scale, which uses the traditional as well as the existing set of indicators (Bryman and Bell 2015). These indicators have already been developed as well as tested and are found to be both valid as well as reliable measure of the concept, which the researcher or the student is trying to analyze (Bryman and Bell 2015). Therefore, it can be said to replicate the already existing models of population and context studies to analyze and study new situations. Some the major advantages of the use of this scale is listed below- The use of this scale saves much of the time of the researchers as the indicators for the study have already been tried as well as tested. As the indicators have already been tried as well as tested it is often found that the questionnaire are effectively piloted for the researchers as well as students and therefore provides relevant information to the students. The use of this scale also provides the students as well as the researcher with the option of comparing the results derived by them with the results derived by the earlier studies following the same model in the past. Therefore, many scholars, researchers as well as students make use of this particular scale to carry out various kinds of studies. This particular scale, is also used to gather new data using the traditional forms of tools (Hazzi and Maldaon 2015). Moreover, this tool has proved to be very effective for studying the change in the behavior patterns and other kind of studies (Hazzi and Maldaon 2015). For example, if a researcher is trying to find out the behavior patterns of the customers in the present times, then he or she can use this scale to study the present pattern. The researcher can even compare the results derived by him or her with the past studies of the customer behavior pattern, which were conducted using the same scale (Cova, Kozinets and Shankar 2012). This will provide him or her with the adequate amount of data to study the change in the pattern of the behavior of the customers. Justification for the use of the replicable scale The use of the replicable scales not only saves the time but the energy of the researchers as well as the students. The indicators used in the method have already been tried as well as tested. Therefore, the user of this scale does not need to worry about the validity of the results derived from them. This particular scale was used for the preparation of the survey questions as it not only saves time but also provides reliable indicators. These indicators can be used for the study of the impact of the internet and social media on the buying pattern of the customers. This provided an added advantage to the study as after getting the results from the presently questionnaire the data can be compared with the results derived from the past studies (Cova, Kozinets and Shankar 2012). This will provide the users with the adequate amount of information for the process of studying the present behavioral patterns as well as comparing them with the results of the same kind of studies conducted i n the past. Thus, it can be said that by preparing the questionnaire based on this model the user will be able to collect adequate amount of information. Moreover, the model will also provide sufficient amount of data through a single study, which will not be possible if the study, were to be conducted using some other scale or tools. Conclusion Therefore, from the above discussion it becomes clear that the reliable scale has marked advantages over the other scales of collecting as well as analyzing data and information. The students as well as the researchers can save significant amount of time and resources by the use of this tool. This particular tool, also provides the students and the researchers with reliable indicators, which have already been tried as well as tested many times in the past. Moreover, this scale offers the option of comparison with the various other previous researchers as well as case studies completed using the same scale. Thus, the researchers as well as the students by conducting one study get the adequate amount of data as well as information, which will not be possible to get using other scales. References Bruner, G.C., 2013.Marketing Scales Handbook: Multi-item Measures for Consumer Insight Research. GCBII Productions. Bryman, A. and Bell, E., 2015.Business research methods. Oxford University Press, USA. Cova, B., Kozinets, R. and Shankar, A., 2012.Consumer tribes. Routledge. Graue, C., 2015. Qualitative data analysis.International Journal Of Sales, Retailing Marketing,4(9), pp.5-14. Hazzi, O. and Maldaon, I., 2015. A pilot study: Vital methodological issues.Business: Theory and Practice,16, p.53.