In a short essay, discuss the relationship of measurement and scaling to the marketing research process

What will be an ideal response?

The marketing research problem is defined in Step 1. Based on this definition, an approach to the problem is developed (Step 2). An important component of the approach is specifying the information needed to address the marketing research problem. Measurement and scaling are part of the research design (Step 3). The researcher must identify an appropriate level of measurement (nominal, ordinal, interval, or ratio) for each item of information needed and identify an appropriate noncomparative or comparative scaling technique to measure it.
When designing a questionnaire, also part of the research design (Step 3), the researcher must translate the information needed to appropriate questions using the identified scales. While conducting fieldwork (Step 4), the questions should be administered using the appropriate scales. When analyzing the data (Step 5), the researcher should use only those statistical techniques that are compatible with the measurement level of the data. Finally, in Step 6, the report should discuss the statistical results and the findings in light of the scales used to measure the variables.