McGraw-Hill OnlineMcGraw-Hill Higher EducationLearning Center
Student Center | instructor Center | information Center | Home
Marketing Research Project
SSPS Tutorial
Learning Objectives
Chapter Summary
Multiple Choice Quiz
Case Studies
Feedback
Help Center


Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Overview of Measurement: Construct Development and Scale Measurement

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.








Copyright2003 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.