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The Context: Marketing Research

The assignment of numbers to a concept is also known as an operational definition of that variable. In other words, for a particular study, the general concept of consumer preference is specifically defined or operational through a particular item or set of items on a research instrument. For a different study, the same general concept of consumer preference will likely be operationally defined differently; it will be measured using a different question or item or observational technique. The operational definition of each study variable must be clear. There is much opportunity for validity problems during the translation (or operationalizing) of a concept into the specific data collection items.

The measurement of attitudes is also an important issue. The researcher must assign some number to determine level or intensity of attitude. Then some instrument to assess or measure this level or intensity among members of a sample must be developed. Attitudes as a concept must be operationally defined as scales or other items in an instrument so attitudes can be measured.

(Excerpt from the course content of Marketing Research)



What is Needed to Create a Pop-up Window?

  • When submitting a request you will need to provide all of the text content for your pop-up windows.
  • The instructional technologist may may expound upon the overall design of the pop-up window and the launch button based upon the text and/or layout of the course document.
  • Use this downloadable worksheet to help organize your thoughts. The worksheet is in rich-text format (.rtf) and is compatible with most word processing software.

 

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