A REVIEW ABOUT SCALES USED IN MARKETING RESEARCH

Yıl 2003, Cilt: 3 Sayı: 6, 123 - 151, 01.11.2003

M Serhan Sekreter , Gökhan Akyüz

Öz

Together with developments in the understanding of marketing, marketing activities that pay attention to consumers’ requests and needs, and take their beliefs, attitudes and tendencies into consideration have been enhanced. In this study, a review has been made to investigate the measures that were used in marketing research articles’ survey applications, covering the 19952002 period. In total 50 articles, covering various aspects of marketing research are assessed in the study; and, measures, type of use of those measures, aims of studies, methods used and findings are presented in review tables. Furthermore, brief information about scales and measuring methods is given

Anahtar Kelimeler

Scales and measuring methods, marketing research

A REVIEW ABOUT SCALES USED IN MARKETING RESEARCH

Öz