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How to choose a measure from the Marketing Scales Handbook-Part 3.avi

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Uploaded by on Sep 24, 2011

In this installment of the series, Dr. Bruner focuses on reliability and validity. He briefly describes how these characteristics of psychometric scales affect the quality of measurement and decisions based on their usages. He also tells readers of the Marketing Scales Handbook what types of information they can expect to see in the reviews provided in the book. More details can be found at www.marketingscales.com as well as scaleresearch.siuc.edu.

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