Chapter 12 Learning Objective
Marketing Research and Database Development
   


Chapter 12 Learning Objectives

1. Explain what constructs are, how they are developed, and why they are important to measurement and scale designs.

2. Discuss the integrated validity and reliability concerns underlying construct development and scale measurement.

3. Explain what scale measurement it, and describe how to correctly apply it in collecting raw data from respondents.

4. Identify and explain the four basic levels of scales, and discuss the amount of information they can provide a researcher or decision maker.

5. Discuss the ordinally-interval hybrid scale design and the types of information it can provide researchers.

6. Discuss three components of the scale development and explain why they are critical to gathering primary data.

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