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This video discusses a fundamental principle of survey design: measuring variables and calculating effects. It emphasizes the importance of understanding this concept, especially for student researchers. As an example, a bachelor's student investigates how job-related factors impact overall job satisfaction in a hotel. The student designs a survey that begins with a single question asking respondents to rate their overall job satisfaction on a seven-point scale, which is considered a valid approach according to existing literature. The student then includes several additional questions to measure other relevant variables related to job satisfaction.