唐纳德·R·库珀-商业研究方法（第9版）Chap_011.pptVIP

Chapter 11 Measurement Learning Objectives Understand . . . The distinction between measuring objects, properties, and indicants of properties. The similarities and differences between the four scale types used in measurement and when each is used. The four major sources of measurement error. The criteria for evaluating good measurement. PulsePoint: Research Revelation Why Measurement Is Important Measurement Characteristics of Measurement Levels of Measurement Types of Scales Nominal Scales Mutually exclusive and collectively exhaustive categories Exhibits the classification characteri