Many measurement scales used in marketing research are not directly comparable.

Name: Many measurement scales used in marketing research are not directly comparable.
Brand: Quizplus
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Question

Quizplus · Accepted Answer

Different measurement scales can use different units, different ranges, and different levels of precision, making direct comparisons difficult or even meaningless. Therefore, researchers need to carefully consider the measurement scales they use and the implications for analyzing and interpreting the data.

Many Measurement Scales Used in Marketing Research Are Not Directly