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PAZARLAMA ARAŞTIRMALARINDA KULLANILAN TUTUM ÖLÇEKLERİNDEKİ CEVAP ALTERNATİFİ SAYISINA İLİŞKİN BİR LİTERATÜR TARAMASI

Sayısı A LITERATURE REVIEW ABOUT NUMBER OF SCALE POINTS OF ATTITUDE SCALES FOR MARKETING RESEARCH

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Abstract (2. Language): 
Attitude scales used in marketing research are usually formed by using 7 + 2 number of scale points without a clear understanding of the theoretical background. This study is concerned with the debates over the number of scale points of attitude scales used in marketing research. In this way, it is intended to provide the researchers with a greater insight into the magnitude of the scales used by them.
Abstract (Original Language): 
Pazarlama araştırmalarında kullanılan tutum ölçekleri genellikle 7 + 2 kategori kull ami arak oluşturulmakta ancak bu kullanımın arkasındaki tartışmalar çoğunlukla incelenmemektedir. Bu makalede pazarlama araştırmalarında kullanılan tutum ölçeklerindeki cevap alternatiflerinin sayısına ilişkin tartışmalar ele alınmıştır. Bu sayede araştırmacıların kullandıkları ölçek büyüklüklerine ilişkin daha geniş bilgi sahibi olmaları amaç lanmaktadır.
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REFERENCES

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ISSN: 1308-2922
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Pamukkalc Üniversitesi Sosyal Bilimler Enstitüsü
TEMMUZ 2009 SAYI 4
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