MCS 3030 Chapter 10: RM Chapter 10

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3030
• Professor: Vinay Kanetkar

Document Summary

What needs to be measured: measurement: the process of describing some property of a phenomenon of interest, usually by assigning numbers in a systematic way that its to be reliable and valid. Concept: a generalized idea that represents something of identi able and distinct meaning: demographic concepts age, sex, number of children etc, relative unambiguous meanings, abstract concepts loyalty, personality, performance, power, trust, corporate culture etc. Operationalization: the process of identifying scale devices that correspond to properties of a concept involved in a research process. Scales: a device providing a range of values that correspond to different characteristics or amounts of a characteristics exhibited in observing a concept. Constructs: a term used to refer to latent concepts measured with multiple variables: used when a single variable can not capture a concept alone. Saturday, november 19, 2016: each label can be assigned to any category without introducing error, uniform numbers are nominal numbering systems.