INTBUS 6 Lecture Notes - Lecture 26: Customer Satisfaction, Internal Consistency, Central Tendency
23 Oct 2020
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Document Summary
In marketing, measurements are applied to abstract concepts, people"s preferences can be very difficult to measure accurately. Measurement: an integrative process of determining the intensity or amount of information about constructs, concepts or objects. Researchers assign either numbers or labels to the phenomena they measure. Measurement process consists of two tasks: construct/selection development: identify and define what is to be measured, scale measurement: how to precisely measure each construct. Construct: is an abstract idea or concept formulated in a person"s mind, it is a hypothetical variable made up of a set of component responses or behaviors that are thought to be related. Unobservable concept that is measured indirectly by a group of related variables. Each individual indicator has a scale measurement. The construct being studied is indirectly measured by obtaining scale measurements on each of the indicators and adding them together to get an overall score. Construct=idea made of different combinations of characteristics, each characteristic is 1 variable.
