Primary Data  Measurement
Channel: Dr. Baker SDSU Marketing
Date: 2016-06-23

This conversation introduces basic terms, concepts, and issues related to measurement.  In these video, you will learn about the terms we use to describe the components of a marketing scale, the challenges associated with measuring subjective properties, reliability and validity, levels of measurement, and scale development.

This video does not focus on teaching you how to design your own questionnaire items.  Instead, this video lays the groundwork for questionnaire item development.