Abstract
The note describes a classification scheme of marketing information for scale construction. For single item measurement, ordinal, interval and ratio scale methods are described. Multi-item scales like semantic differential, Thurstone's equal appearing interval, and Likert's summated rating scales are described. A broad idea about multidimensional scaling is also provided. Guidelines for selection of scales are provided at the end.
Additional Information
| Product Type | Technical Note |
|---|---|
| Reference No. | MAR0271TEC |
| Title | Scaling in Marketing Research: A Note |
| Pages | 17 |
| Published on | Jan 1, 1982 |
| Authors | Jain, Abhinandan K; Roy Dholakia, Ruby; |
| Area | Marketing (MAR) |
| Discipline | Organizational Behaviour, Quantitative Methods |
| Sector | Manufacturing |
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