MKT 500 Lecture Notes - Lecture 8: Loaded Question, Presupposition, Leading Question
11 Aug 2016
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Chapter 8: understanding measurement, developing questions, and designing the. Measurement is determining a description or amount of some property of an object that is of interest to the researcher. Properties the specific features or characteristics of an object that can be used to distinguish it from another object. Objective property physically verifiable characteristics, such as age, income, number of bottles purchased, store last visited etc. Subjective property cannot be directly observed because they are mental constructs such as a persons attitude or intentions. Scale development when researchers adapt or develop rating scale formats that are very clear and used identically by respondents. Types of measures (look at chart on page 178) Are those that use only labels possess only the characteristic of description (ex. Answers involve yes-no, agree-disagree or any other instance in which the descriptors cannot be differentiated except qualitatively. Permit the researcher to rank order the respondents or their responses.
