Define measurement. How is your performance in a marketing research class being measured?
Answer to relevant QuestionsWhy might a researcher wish to use more than one question to measure attitude toward obtaining an Amazon Prime account? What is the difference between a concept and a construct? In what ways is the definition of the term variable similar or different? What role does an operational concept definition play in planning a research project? What advantages do Internet surveys offer in terms of order bias and survey flow? Do you think the order of the questions below might affect responses? Explain.
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