How Many Scales and how many Categories shall we use in Consumer Research?—A Comment
Open Access
- 1 October 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 35 (4) , 59-61
- https://doi.org/10.1177/002224297103500412
Abstract
The author questions the procedure and the advice given researchers in a previously published analysis of simulated data.Keywords
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