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 Q sort have been discussed. Aspects of validity and reliability, and methods for establishing them are included in the note.
Additional Information
| Product Type | Technical Note |
|---|---|
| Reference No. | MAR0117TEC |
| Title | Measurement and Scaling in Marketing |
| Pages | 18 |
| Published on | Jan 1, 1977 |
| Authors | Jain, Abhinandan K; Jumani, Usha; |
| Area | Marketing (MAR) |
| Discipline | Organizational Behaviour |
| Sector | Miscellaneous |
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