MKTG 320 Study Guide - Final Guide: Observational Error, Operational Definition, Collectively Exhaustive Events
Document Summary
Measurement: process of assigning number or labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities of attitudes, income, brand loyalty, age, and other relevant factors. Researcher doesn"t measure consumer per say but measures the consumers ex rule of measurement might state (cid:498) assign the numbers 1 to 5 to people according to their disposition to do chores. If extremely wiling assign 1. ,if don"t want to do any rule: guide/method or command that tells a researcher what to do attributes assign 5. Construct: specific types of concepts that exist at higher levels of abstraction than do everyday concepts. Value depends on how useful they are in explain, predicting and controlling a phenomena. Inferred by indirect method from results such as findings on a questionnaire ex brand loyalty, high-involvement purchasing, social class, personality. Constitutive definition: statement of the meaning of a central idea or concept under study, establishing its boundaries.
