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