Assignment Content In this unit, you have learned about data collection and meas

Assignment Content
In this unit, you have learned about data collection and measurement. For this assignment, write an essay assessing measurement’s role in marketing research. Please address the following questions in your essay.
What is measurement? What is a construct? Why are these important?
What are the similarities and differences between each of the four primary scales of measurement?
How are scales developed?
What are comparative and non-comparative scales? Why might each type be used?
Among the four basic levels of scales, which one provides the researcher the most precise information, and why?
Your essay must be at least two pages in length, and you must use at least two scholarly resources. Any information you use from these resources should be cited and referenced in APA style. Your essay should be formatted in accordance to APA guidelines, and it should be written in standard essay format to include an introduction and conclusion section.