MARK 302 Chapter Notes - Chapter 6: Level Of Measurement, Construct Validity, Measuring Instrument

• School: Concordia University
• Department: Marketing
• Course: MARK 302
• Professor: Mrugank V.Thakor

Document Summary

6) the concept of measurement and attitude scales. Best approaches to measuring loyalty are directly related to desirable customer behaviors/attitudes, as well as surrounding context (presence/absence of competitors and barriers to entering/exiting relationship) Measurement - process of assigning numbers or labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities of attributes. Procedure used to assign numbers that reflect amount of attribute possessed by person, object, or event. Rule - guide, method, or command that tells researcher what to do identify the concept of interest. 1: develop a construct, define the concept constitutively, define the concept operationally, develop a measurement scale, evaluate the reliability and validity of the measurement scale, use the scale, find research. Concept is abstract idea generalized from particular facts. Category of thought used to group sense data together as if they were all the same . Construct - specific type of concept that exists at higher level of abstraction.