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Unit 5: Measurement and Scaling Techniques
13. two or more 14. opinion Notes
15. high 16. accuracy, consistency
17. reliability, validity
5.9 Further Readings
Books A Parasuraman, Marketing Research, Dhruv Grewal, Biztantra.
Cisnal Peter, Marketing Research, MCGE.
CR Kotari, Research Methodology, Vishwa Prakashan.
David Luck and Ronald Rubin, Marketing Research, PHI.
GC Beri, Marketing Research, TMH.
Hague & Morgan, Marketing Research in Practice, Kogan page.
Paneerselvam, R, Research Methods, PHI.
S.N. Murthy & U. Bhojanna, Business Research Methods, 3rd Edition, Excel Books.
Tull and Donalds, Marketing Research, MMIL.
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