Validating marketing research

The earliest criteria must have been biological: the length of a pace, a foot, a thumb.The obvious problem, that the criterion varies from person to person, was eventually solved by establishing a fundamental unit and defining all others in terms of it.

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Some quantities are even more difficult to measure and evaluate.The unit of weight is then the weight of a volume of water specified in the basic unit of length, such as 100 cubic centimetres.Such measurements have , meaning that we can take some known quantity and compare our measurement with it.Direct measurement, by collecting all the blood pumped out of the heart over a series of beats, would involve rather drastic interference with the system.Our criterion becomes agreement with another indirect measurement.

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