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Unit 9: Attitude Measurement and Scaling Techniques
5. Likert 6. Item part, Evaluation part Notes
7. Opinion 8. High
9. Accuracy, consistency 10. Reliability, validity
11. Semantic 12. Internal Consistency
13. Interpretation 14. Editing
15. Office 16. Coding
17. Tabulation
9.8 Further Readings
Books Alan T Shao, Marketing Research, Cengage.
Cisnal Peter, Marketing Research, MCGE.
Hague & Morgan, Marketing Research in Practice, Kogan page.
Paneerselvam. R, Research Methods, PHI
Online links www.indiastudychannel.com
www.scribd.com/doc
www.soas.ac.uk
www.web-source.net
LOVELY PROFESSIONAL UNIVERSITY 195
