Which of the following is true of "measurement"?
a. Properties—sometimes called characteristics, attributes, or qualities—are what is being measurement.
b. It is defined as determining a description or the amount of some property of an object that is of interest to the researcher.
c. Measurement is a simple process as long as objective properties are being measured.
d. Measurement underlies marketing research to a great extent because researchers are keenly interested in describing marketing phenomena.
e. All of the above are true of measurement.
Answer: e. All of the above are true of measurement.
a. Asking respondents their occupation-banker, doctor, computer programmer, etc.
b. Asking respondents how many years of college education they have
c. Asking respondents to rank their first, second, third, fourth choices, etc. of brands
d. Asking how many children are in a household
e. Asking respondents to evaluate a store's salespeople by selecting a single designation from a list of "extremely friendly," "very friendly," "somewhat friendly," "somewhat unfriendly," "very unfriendly," or "extremely
Answer: a. Asking respondents their occupation-banker, doctor, computer programmer, etc.