TAILIEUCHUNG - Lecture Marketing research (10th edition): Chapter 10 - McDaniel, Gates

Chapter 10 - The concept of measurement. What is the nature of measurement? Describe the steps that are involved. Explain the three levels of measurement and their differences. What are the notions of validity and reliability? Why are they so critically important to the concept of measurement? These are the topics of chapter 10. | Chapter Ten 10-1 Measurement: The process of assigning numbers or labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities or attributes. The guide, method, or command that tells a researcher what to do. Measurement Process Rule: 10-2 Key Terms & Definitions Constructs: Specific types of concepts that exist at higher levels of abstraction. The professor should give some concrete examples of each of these definitions and point out the differences among them. The Measurement Process 10-3 Key Terms & Definitions The professor could add definitions or examples to any of these steps. Levels of Measurement Nominal: Scales that partition data into mutually exclusive and collectively exhaustive categories. Ordinal: Scales that maintain the labeling characteristics of nominal scales and have the ability to order data. Interval: Scales that have the characteristics of ordinal scales, plus equal intervals between points to show relative

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