MKTG202 Lecture Notes - Lecture 6: Brand Loyalty, Theoretical Definition, Operational Definition
9 Oct 2018
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There is more than one way to measure a particular concepts. Process of precisely assigning scores or numbers to attributes of people or objects- precision is the goal. A concept is a generalised idea about a class of objects, attributes, occurrences or processes. An operational definition gives meaning to a concept by specifying the activities or operations necessary to measure it. A global subjective assessment of whether one is a happy or unhappy person. Not equivalent to levels of affect or satisfaction with life; one may have an unfortunate life and yet still be happy. In general i consider myself (1 unhappy) (7 happy) Compared to most of my peers i consider myself (1 unhappy) (7 happy) They enjoy life regardless of what is going on, getting the most out of everything. To what extent does this describe you? (1 to a large extent) (7 not at all)
