In a magnetic resonance measurement apparatus, when a frequency of an observation nucleus falls within a high frequency band, a frequency conversion scheme is selected. In this case, an intermediate frequency signal is generated as an original signal, which is then frequency-converted to generate an RF transmission signal. An RF reception signal is converted into an intermediate frequency signal by frequency conversion, and is sampled. When the frequency of the observation nucleus falls within a low frequency band, a non-conversion scheme is selected. In this case, an RF transmission signal is generated as the original signal, and an RF reception signal is sampled.