Using Multi-Item Measurement Scales in Marketing Research

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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 ...


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