- •Introduction
- •1.1 Background and description of the commissioner
- •1.2 Research problem Problem analysis
- •A framework for corporate branding
- •2.2 Customer theories
- •2.2.1 Customer relationship management theory
- •2.2.2 Customer relationship marketing ladder
- •2.2.3 Thomassen Model
- •2.2.4 Experience model by Goossen
- •2.2.5 Maslow´s Hierarchy of Needs
- •2.2.6 The Brand Pyramid-Building Customer Loyalty
- •2.3 Organisational Management Theory
- •3.1 Research approach
- •3.2 Data collection process and methods
- •3.3 Data analysis process and tools
- •3.4 Reliability and Validity
- •Inter-rater reliability
- •Internal consistency reliability
- •4. Formative Validity when applied to outcomes assessment it is used to assess how well a measure is able to provide information to help improve the program under study.
- •4. Bibliography
4. Formative Validity when applied to outcomes assessment it is used to assess how well a measure is able to provide information to help improve the program under study.
5. Sampling Validity (similar to content validity) ensures that the measure covers the broad range of areas within the concept under study. Not everything can be covered, so items need to be sampled from all of the domains. This may need to be completed using a panel of “experts” to ensure that the content area is adequately sampled. Additionally, a panel can help limit “expert” bias (i.e. a test reflecting what an individual personally feels are the most important or relevant areas).
In order for the data to be representative, it is necessary to get at least 300 respondent replies from different age/gender/social groups.
4. Bibliography
Books
Oers, B. 2003. Entrepreneurship and the arts - a profession.
Thomassen, J. 2012. De Customer Delight Strategie. Kluwer.
Journals & articles
Schultz, M. and Hatch, M. 2003. The cycles of corporate branding. California Management Review, 46 (1), pp. 6--26.
Websites
2013, Keller's Brand Equity Model - Strategy Tools From MindTools.com, seen the 5th of October, http://www.mindtools.com/pages/article/keller-brand-equity-model.htm
2013, The Brand Pyramid - Strategy Tools From MindTools.com, seen the 3rd of October, http://www.mindtools.com/pages/article/brand-pyramid.htm
2013, Customer Relationship Management Theory, seen the 10th of October, http://hec.unil.ch/tc/IS_Planning_Theory/Business_analysis/The_answers/Relationship
2013, Organisational Management Theory, seen the 10th of October, http://www.yonyou.com.hk/product/?/=835