THE IMPORTANCE OF SCALES IN MARKETING RESEARCH
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 applicati...
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2013 |
| País: | Brasil |
| Recursos: | Universidade Federal do Rio Grande do Sul (UFRGS) |
| Repositorio: | REAd (Porto Alegre. Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:seer.ufrgs.br:article/42668 |
| Acesso em linha: | https://seer.ufrgs.br/index.php/read/article/view/42668 |
| Access Level: | acceso abierto |
| Palavra-chave: | Marketing research scales validity and reliability Investigación de marketing escalas validad confiabilidad Pesquisa de Marketing Escalas Validade Confiabilidade |
| Resumo: | 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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