Site MapHelpFeedbackLearning Objectives
Learning Objectives
(See related pages)

After reading this chapter, you should understand . . .
  1. The distinction between measuring objects, properties, and indicants of properties.
  2. The similarities and differences between the four scale types used in measurement and when each is used.
  3. The four major sources of measurement error.
  4. The criteria for evaluating good measurement.







Marketing ResearchOnline Learning Center

Home > Chapter 13 > Learning Objectives