MCS 3030 Chapter 5: Chapter 5 Research Methods.docx

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3030
• Professor: Tanya Mark

Document Summary

A quantitative score that measures a construct of interest by applying a formula or a set of rules that combines relative data. A score (a numerical value) that purportedly measures something. The variables are put together using a rule or a set of rules. Usually construct an index because we want to measure something that none of the individual components alone does a good job of measuring. What you want it to measure: operationalize and measure the components. Figure out how to measure what you want to measure: develop the rules for calculating the index score. How to combine rules to make one index score: weighted index, validate the index score. Branch of measurement that involves the construction of a measure based on associating qualitative judgments about a construct with quantitative metric units. Designed to yield a numerical score that represents the construct of interest.