Checkpoint: Attitudinal scale functions


Read this chapter: Why would you use an additudinal scale in your research?

Marketing scales. (2014). In Clow, K. E., & James, K. E. Essentials of marketing research: Putting research into practice (pp. 284-321). Thousand Oaks, CA: SAGE Publications, Inc.

Up for a challenge

Expore the case study: What does a study using an attitudinal scale look like?