文档介绍：Exploring Marketing Research William G. Zikmund
Chapter 13:
Measurement
Concept
A generalized idea about a class of objects, attributes, occurrences, or processes
Copyright © 2000 by Harcourt, Inc. All rights reserved.
Operational Definition
Specifies what the researcher must do to measure the concept under investigation
Copyright © 2000 by Harcourt, Inc. All rights reserved.
Media Skepticism
Media skepticism is the degree to which individuals are skeptical toward the reality presented in the mass media. Media skepticism varies across individuals, from those who are mildly skeptical and accept most of what they see and hear in the media to those pletely discount and disbelieve the facts, values, and portrayal of reality in the media.
Copyright © 2000 by Harcourt, Inc. All rights reserved.
Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true?
1. The program was not very accurate in its portrayal of the problem.
2. Most of the story was staged for entertainment purposes.
3. The presentation was slanted and unfair.
Copyright © 2000 by Harcourt, Inc. All rights reserved.
Scale
Series of items arranged according to value for the purpose of quanitification
A continuous spectrum
Nominal Scale
Ordinal Scale
Interval Scale
Ratio Scale