The first step in the measurement process is to
A) specify a construct's domain
B) determine the construct(s) of interest
C) collect data to test measures
D) establish operational definitions of constructs
Correct Answer:
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Q60: Comparative rating scales yield interval or quasi-interval
Q61: Semantic differential scales yield interval data.
Q62: Staple scales yield ratio data.
Q63: Constructs are
A) names of unknown variables
B) abstract
Q64: Examples of constructs of interest to marketers
Q66: A _ definition defines a construct by
Q67: The measurement process consists of the following
Q68: A(n) _ definition indicates what observable attributes
Q69: Eliminating item statements which fail to pass
Q70: Measures used in marketing research fall into
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