How is a construct different from a variable? Give two examples of each.
What will be an ideal response?
A variable is an observable item that is used as a measure on a questionnaire. Variables have concrete properties and are measured directly. Examples of variables include gender, marital status, company name, number of employees, how frequently a particular brand is purchased, and so on. In contrast, a construct is an unobservable, abstract concept that is measured indirectly by a group of related variables. Some examples of commonly measured constructs in marketing include service quality, value, customer satisfaction, and brand attitude. Constructs that represent characteristics of respondents may also be measured, for example, innovativeness, opinion leadership, and deal proneness. Researchers often use the words variable and construct interchangeably, but constructs are always measured by one or more indicator variables.
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