ADMS 4260 Lecture Notes - Lecture 1: Tower Air, Maute Group, Executive Order 13769
18 Oct 2017
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Document Summary
The discussion of questionnaire design hints at the complexity involved in measuring marketing phenomenon. Systematic assignment of numbers or labels to the characteristics/properties of a person/object/event to facilitate comparisons. Creation of a continuum upon which measured objects are located. Magnitude of accident serious personal injuries and substantial damage to aircraft per 100,000 departures. U. s. air (5 fatal crashes, > 300 fatalities) Consider how a marketing construct like brand loyalty should be measured. Values for coke & pepsi brand loyalty based on different measures. Establishing a measurement rule for assigning numbers to objects, people or events involves consideration of the underlying properties of the construct being measured. The fundamental premise is that a measure should reflect the underlying properties of the construct being measured. Four properties to consider: assignment, order, distance, origin. Only most basic of the four levels of measurement, assignment is activated. Only permissible to classify observations into mutually exclusive (i. e. , No differences in relative magnitude of liking implied.
