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Construct Definition

The working hypothesis or concept.

A construct refers to an abstract concept or variable – in other words, a working hypothesis – that is not directly observable. Defined by specific behaviors, as well as attributes or indicators, constructs provide a structured way for researchers to explore and analyze complex psychological and behavioral phenomena. Constructs also allow researchers to measure and understand complexities like brand loyalty and customer satisfaction.

Who relies on constructs?

Marketing professionals, researchers and analysts use constructs to design surveys, experiments and studies. That’s because constructs define and measure intangible concepts that influence consumer behavior and preferences.

Why should I care about constructs?

Constructs enable marketing professionals to grasp abstract ideas like trust and perceived value in measurable terms. Those insights are valuable for making informed marketing decisions, tailoring strategies to reach target audiences and improving customer engagement.