Measurement Error in Experimental Designs in Consumer Psychology

What is measurement error and why does it matter for experimental research in consumer psychology, which involves manipulations? An apparent reason is that dependent variables and covari- ates need to be measured. But a subtler reason is that measurement of an individual construct versus its manipulation can be viewed as two sides of the same coin. Understanding measurement error is central to any research design including experimental designs used in consumer psychology. The premise of this chapter is that understanding the measurement of one thing is central to understanding the measurement and manipulation of many things and, in fact, the entire research design. Measurement error is as germane to experimental design as it is to survey design. It manifests in different ways but is essentially the same.