➤ Selecting rating devices or attitude scales is too often a casual or judgment decision. Little objective information is available to aid in the selection process. The author compares and contrasts four commonly used rating devices. The devices are analyzed for predicting consumer behavior and aiding in determining measurements of attitude changes.
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References
1.
EdwardsAllen L., Techniques of Attitude Scale Construction, New York: Appleton-Century-Crofts, Inc., 1957.
2.
TorgersonWarren S., Theory and Methods of Scaling, New York: John Wiley & Sons, Inc., 1958.
