Essay Problem
Learned about data collection and measurement. For this problem, write an essay assessing measurement's role in marketing research. Address the following problems in your essay. What is measurement? What is a construct? Why are these important? What are the similarities and differences between each of the four primary scales of measurement? How are scales developed? What are comparative and non-comparative scales? Why might each type be used? Among the four basic levels of scales, which one provides the researcher the most precise information, and why?
The response should include a reference list. One-inch margins, Using Times New Roman 12 pnt font, double-space and APA style of writing and citations.