Marketing Research: Analyzing Surveys, Measurement, and Questionnaires

This assignment delves into key concepts in marketing research, including the measurement process, levels of measurement (nominal, ordinal, interval, and ratio), reliability, and validity. It explores how constructs are defined and measured, emphasizing the importance of questionnaire design and sur...Read More

Running head: BEER DRINKERS’ TASTES
BEER DRINKERS’ TASTES
Name of the Student
Name of the University
Author Note:

1BEER DRINKERS’ TASTES
Table of Contents
Question 1........................................................................................................................................2
Question 2........................................................................................................................................2
Question 3........................................................................................................................................3
Question 4........................................................................................................................................4
Question 5........................................................................................................................................4

2BEER DRINKERS’ TASTES
Question 1
A construct can be defined as an indicator variable which aims in measuring the
characteristics or given trait. Construct are known to be broad concept or topics in the given
study. These are concept which aim to define in the meaning with respect to theoretical terms. It
can be abstract and does not need to observable. Construct vary as per the ease of measurement
with some of constructs being easily access with others. It mere requires much suitable or even
indirect measurement. Some of the attributes are measured in direct way. Construct are measured
under the labels like theoretical construct or even latent variables. All these terms are quite
interchangeable. Constructs are measured by making use of different variables. It merely exists
at a much higher level of abstraction in level of concepts. There are various kind of construct like
Justice, beauty and health.
Question 2
Level of measurement can be stated as the relationship in between various numeric
values which is assigned by researcher at the time of measurement. Some of the most kind of
topology developed focus on four various measurement level like ordinal, ratio, interval and
nominal. It is very much vital for researcher to analyze various level of measurement. It
togetherly focus on how the researcher question is completely phrased. This merely dedicates the
statistical analysis is appropriate or not. The very first is the nominal level where the number in
variable are only used for data classification. In this measurement level, words, letters and
different alphanumeric characters are used. It merely depicts some kind of other relationship
among the variable observations. The third level is internal level which merely classifies and
order other kind of measurement. It also highlights the distance in between each interval level on

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the equivalent scale. Ratio level is the fourth level of measurement is the. In this measurement,
the observations are added to have equal intervals.
Question 3
Reliability can be defined as the measures of consistency of given metric or method.
Each and every metric are used for uncovering different problems related to usability in the
interface and expert judgment. It should be accessed for reliability. There are mainly four ways
for measuring reliability like
 Inter-rater
 Test-retest
 Parallel forms
 Internal Consistent
As reliability comes from the history in educational measurement. Most of the terms are
used for accessing reliability when it comes to test lexicon. All these four methods stand out to
be common way for measuring reliability for any empirical method.
Inter-rater reliability: The level of extent where raters or observer make response in the
same way to the provided phenomenon. This stand out to be as one measure of reliability.
Inter-rest reliability: An individual does not fluctuate when all others things are
completely statics.
Parallel form reliability: The same or vering results slightly vary on the required
question or method of evaluation which establishes reliability.

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Internal Consistency reliability: It merely measures how participants make response
regarding it.
Question 4
Validity is all about researcher talking about the extent of result to represent the reality.
Research methods are mainly two types quantitative or qualitative, required for studying the real
phenomenon (Raper et al., 2018). It merely validates how much the phenomenon can be
measured and taken by the results. Both validity and reliability makes much difference in
between two that is good and bad for research reports. Quality of research methods is based on
the commitment for testing and enhancing the overall validity. This merely makes reliability of
the research result. Any kind of research worth for its weight is very much related with being
analyzed. It merely considers the methods in where observation are completely highlighted by
issues in which they are created.
Question 5
Construct validity of measures is done by correlation it with number of other measures. It
merely focus on arguing from the pattern of correlation. It is measured with association of these
variables in theoretical predictable way. There are large number of ways in order to measure the
validate test. Construct validity is used for analyzing how well test measure is supposed to
measures. It is usually verified by comparison of test result which measures similar qualities to
see how the two measures are correlated.