Exam 6: Measurement

Researchers use operationalized measures to collect data from a target population.

Values from ordinal scales can be compared and measured "less than or more than" with other items.

The result of using an interval scale is the

In terms of measurement type, measuring coupon redemption would be an example of

It is generally agreed that itemized rating scales yield interval data, although some marketing researchers believe it only generates ordinal data.

In terms of measurement type and industrial customers, the distribution pattern would be an example of