Using Multi-Item Measurement Scales in Marketing Research


 
Customer Loyalty > Forum Log in

Using Multi-Item Measurement Scales in Marketing Research
Marten van der Zee, Premium Member
If you really want to say something (quantitatively) about things like customer attitude, customer behavior, brand loyalty or commitment towards a brand, product or an organization you need reliable measurement scales. These are often used in marketing research and marketing intelligence practices.
Such scales are usually built from several questions that together answer one question.
A great book regarding measurement scaling is the 'Marketing Scales Handbook' by Gordon. C. Bruner. In this book he describes 716 ...
 

 
 

  Do you wish to study further? You can learn more from the summary, forum, discussions, lessons, courses, training, instructions, expert tips, best practices and education sources. Register.  


Special Interest Group Leader

You here


More on Customer Loyalty
Summary
Forum
Best Practices

Expert Tips

Resources



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2018 12manage - The Executive Fast Track. V14.1 - Last updated: 25-9-2018. All names of their owners.