MARKET 1 Lecture Notes - Lecture 27: Internal Consistency, Frequency Distribution, Level Of Measurement
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. Measurement process: construct/selection development: identify and define what is to be measured, scale measurement: how to precisely measure each construct. Construct=idea made of different combinations of characteristics, each characteristic is 1 variable. Process: accurate definition of purpose and research problem, construct development: an integrative process in which researchers determine what specific data should be collected for solving the defined research problem. If an object"s features can be directly measured using physical characteristics, then the feature is a concrete variable; abstract constructs are not physical characteristics and therefore are measured indirectly. Scale measurement: the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct.
