THE IMPORTANCE OF SCALES IN MARKETING RESEARCH

Authors

  • Valter Afonso Vieira Universidade Paranaense - Francisco Beltrão, PR

Keywords:

Marketing research, scales, validity and reliability,

Abstract

In this present article, we discussed the concepts and definitions of the collection techniques of the information in research of marketing, the 'scales'. Their definitions and classifications are presented inside of the process of research. Some examples in the reality and their applications in the market are proportionate, seeking the explanation of doubts and inquiries that bring students, new researches and managers. Validity concepts and reliability of the scales also are supported in the final stage of this paper, to looking for eliminating futures inclinations of results.

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Published

2013-09-17

How to Cite

Afonso Vieira, V. (2013). THE IMPORTANCE OF SCALES IN MARKETING RESEARCH. Electronic Review of Administration, 9(4). Retrieved from https://seer.ufrgs.br/index.php/read/article/view/42668

Issue

Vol. 9 No. 4 (2003): Edição 34 - Jul/Ago 2003

Section

Articles

License

 

The author holds authorship rights, and authorizes REAd to publish the article on its website or in printed editions, not implying the payment of copyright or any other fee to the authors, and certifies that this article has not been published, to date, in any Brazilian journal.