MKTG2113 Lecture Notes - Lecture 5: Exact Sciences, The Features, Level Of Measurement

• School: University of Sydney
• Department: Marketing
• Course: MKTG2113
• Professor: All

Document Summary

Organisations need measurements so that they can monitor performance and track consumer satisfaction. Measurement is not an exact science, partially because many consumer measurements such as attitudes, motivation, personality and intention are not tangible aspects, but internalised conditions, which the researcher tries to measure in concrete terms. In mr, measurement deals with assigned numbers to such issues as: people"s thoughts, feelings, behaviours and characteristics, the features or attributes of objects, concepts and ideas. The overall goal is to obtain high-quality, usable data via e. g. surveys. To achieve this, researchers must understand what they are trying to measure i. e. constructs, and how these constructs can/should be measured i. e. scale. A survey or questionnaire is only as good as the questions it asks. Effective research and quality data depends on it: to address your research questions, objectives and hypotheses, to gather relevant, valid and reliable data, to use the appropriate means to your collect, process and analyse your date.