RESEARCH BRAINTEASER
You are conducting a research study on consumer attitudes towards a local home improvement store. You plan on creating a survey and you know, from your research classes, that measurement is a vital part of an effective survey in order to achieve reliable and valid results. You realize that measuring "attitudes" is hard as attitudes can't be directly observed. So, how do you measure consumer feelings?
QUESTION
What is "measurement"?
What is "measurement"?
