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Lecture Marketing research - Chapter 8: The concept of measurement and attitude scales

After studying this chapter you will be able to: Understand the concept of measurement, understand the four levels of scales and their typical usage, explore the concepts of reliability and validity, become familiar with the concept of scaling, learn about the various types of attitude scales,...

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Measurement scales, Graphic rating scales

31 p tailieu_benthanh 25/02/2016 314 1

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