Abstract
The note has four sections: Section 1: What is measured in marketing? Section 2: What is measurement? Section 3: How to select measures (scales), and Section 4: How to ensure validity and reliability of measures. The note is written with marketing decision-makers and marketing research executives as primary audiences.
Additional Information
| Product Type | Technical Note |
|---|---|
| Reference No. | MAR0272TEC |
| Title | Measurement in Marketing Research: A Note |
| Pages | 8 |
| Published on | Jan 1, 1982 |
| Authors | Roy Dholakia, Ruby; Jain, Abhinandan K; |
| Area | Marketing (MAR) |
| Discipline | Organizational Behaviour, Quantitative Methods |
| Sector | Manufacturing |
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