Using Multi-Item Measurement Scales in Marketing Research

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Customer Loyalty > Forum > Using Multi-Item Measurement Scales in Marketing Research

Using Multi-Item Measurement Scales in Marketing Research
Marten van der Zee, Analyst, Netherlands, 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 '' by Gordon. C. Bruner. In this book he describes 716 multi-item scales about consumer behavior and advertising research. All the scales described are used in earlier marketing research. The book is really handy if you want to do research about for instance attitudes, personality, commitment, ease of use, intentions, involvement, loyalty, satisfaction, word- of- mouth. I will give an example of a multi-item measurement scale about the attitude of a person towards a company. The scale consists of 4 questions that taken together will say something about (...) Read more? Sign up for free

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Customer Loyalty
Summary
Forum
How Manufacturers can create Smart Products to Enhance Customer Loyalty
🔥Keeping Existing Customers is NOT Always Better than Acquiring New Ones!
Using Multi-Item Measurement Scales in Marketing Research
Best Practices
🥇Paradigm Shift - Consumers
🥈Marketing and Customer Loyality
🥉When to Establish a Business Relationship?
Customer Loyalty in Consumer Durable Products
Customer Loyalty in Monopoly
What is Customer Loyalty?
Calculating the Benefits of Keeping Customers
Customer Satisfaction = Customer Loyalty?
Customer Loyalty is Created via Total Value Chain
How can Employee Retention Help to Build Customer Loyalty?
Attitudinal and Behavioral Loyalty
Compulsory Customer Loyalty in a Monopoly
Loyalty Situation May Change Quickly!
What is a Typical Skill Set or Profile of Customer Retention (Call Center) Reps?
Don't Assume your Customers are Loyal
Customer Loyalty is Individual
Customer Loyalty by Providing a Complete Integrated Solution
Service Loyalty Versus Product Loyalty
The Value of Customer Retention
Customer Loyalty is Hard to Earn
Customer Loyalty is the Life Blood of Organization
Keep Customer Loyalty During a Long Period
No Idea What is Meant by Customer Loyalty


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