MKTG 320 Chapter Notes - Chapter 9: Likert Scale, Discriminant Validity, Semantic Differential
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Measurement: the process of assigning numbers of labels to persons objects or events in accordance with specific rules for representing quantities or qualities of attributes. Rule: a guide, method or command that tells a researcher what to do. Constructs: specific types of concepts that exist at higher levels of abstraction. Constitutional definition: a statement of the meaning of the central idea or concept under study, establishing its boundaries: also know as theoretical or conceptual definition. Operational definition: a statement of precisely which observable characteristics will be measured and the process for assigning a value to the concept. Scale: a set of symbols or numbers so constructed that the symbols or numbers can be assigned by a rule to the individuals (or their behaviors or attitudes) to whom the scale is applied. Nominal scales: scales that partition data into mutually exclusive and collectively exhaustive categories.
