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Authors: Jumani, Usha

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Measurement and Scaling in Marketing
Authors: Jain, Abhinandan K; Jumani, Usha;

Reference No: MAR0117TEC Pages: 18 Published on: 1, January, 1977

Abstract: Describes the nature of measurement in marketing. The existing ways of measuring knowledge and attitude scaling techniques like Thurstone's law of comparative judgement, semantic differential scaling, Thurstone's differential scale and Qsort have been discussed. Aspects of validity and reliability, and methods for establishing them are included in the note. ... More

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