Exam 10: The Concept of Measurement

When a researcher describes how a construct will be measured,this is referred to as what type of definition?

Brand loyalty has been defined as "A strongly motivated and long standing decision to purchase a particular product or service." This is an example of which type of definition?

In marketing research,this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.

What level of measurement would the following question produce? Please indicate the environmental surroundings in which you live using the following choices: (1)urban (2)rural (3)suburban

The Cronbach alpha technique gives researchers an idea of a scale's __________.

If the researcher wishes to measure something that could have a value of zero,what would be the appropriate type of scale?

An operational definition serves as a bridge between a theoretical concept and real-world events or factors.

If the same instrument gives consistent results every time it is used for a measurement,then it indicates:

The measurement process begins with ____________.

Constructs hinder researchers by integrating the complex phenomena found in the marketing environment.

______________ is a guide,a method,or a command that tells a research what to do.

Accuracy equals measurement plus errors.

Which step(s)in the measurement process must be completed before evaluating the reliability and validity of the scale?

Quality grades such as "good," "better," and "best" represent which of the following levels of measurement?

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category. ___(1)0 to 18 ___(2)19 to 34 ___(3)35 and over