TITLE

Scaling and Measurement: Multi-Item Scaled Measures In Sales Related Research

AUTHOR(S)
Hensel, Paul J.; Bruner II, Gordon C.
PUB. DATE
June 1992
SOURCE
Journal of Personal Selling & Sales Management;Summer92, Vol. 12 Issue 3, p69
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Marketing researchers, in general, have increased their usage of multi-item scaled measures dramatically in the past decade. This article relates a project that categorized and summarized the uses of these measures during the 1980's. It describes first some general findings vis-a-vis all areas of marketing research and then gives some highlights of sales related measures in specific. Finally, based on. our observations during the course of the project we make some basic recommendations for the improvement of scale-measurement and reporting.
ACCESSION #
6291357

 

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