In marketing research, there is only one way to measure a precisely defined concept.

Question

Quizplus · Accepted Answer

There are multiple ways to measure a precisely defined concept in marketing research. The choice of method depends on the nature of the concept and the research objectives. For example, a concept like brand awareness can be measured through surveys, experiments, and even physiological measures such as eye-tracking and brain imaging. Each method has its strengths and limitations, and the choice of method should be guided by the research questions and available resources.

In Marketing Research, There Is Only One Way to Measure