Whether to use a single item or a measure made up from responses to several items depends on all of the following characteristics of the phenomenon EXCEPT for
A) The complexity of the phenomenon measured
B) The level of abstraction of the phenomenon
C) The number of dimensions of the phenomenon
D) The use of the phenomenon in marketing

Question

Quizplus · Accepted Answer

The use of the phenomenon in marketing is not a relevant characteristic in deciding whether to use a single item or a measure made up from responses to several items. The other characteristics listed - complexity, level of abstraction, and number of dimensions - are all important factors in making this decision.

Whether to Use a Single Item or a Measure Made