The marketing researcher must develop response formats that are very clear and that are used identically by the various respondents.This process is known as ________.
A)reliability
B)scale development
C)validity
D)objectivity
E)subjectivity

Question

Quizplus · Accepted Answer

The process described in the question is known as scale development, which involves creating response formats that are clear and consistent across all respondents. Reliability, validity, objectivity, and subjectivity are all important concepts in market research, but they do not directly relate to the process of developing response formats.

The Marketing Researcher Must Develop Response Formats That Are Very