For Most Behavioural Marketing Research, Which Type of Scale Is

question 19

Multiple Choice

For most behavioural marketing research, which type of scale is the preferred measure?

• A) Interval
• B) Ratio
• C) Nominal
• D) Ordinal

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Definitions:

Ambient Risk

The background level of risk in a given environment or situation, often beyond the immediate control of individuals.

Unnecessary Risk

A hazard or chance of adverse outcomes that could be avoided through careful planning or decision-making.

Field Notes

Written records made by researchers or practitioners during or after their observation of a specific phenomenon or social setting.

Online Ethnography

The study of cultures and communities through their online interactions and presence, adopting ethnographic methods for the digital environment.