Scaling metoden bij konsumenten‐ondenoek*

P. H. van Westendorp

Statistica Neerlandica, 1964, vol. 18, issue 4, 473-477

Abstract: As psychological market research develops more and more attention will be paid to the research techniques developed in the social sciences. The application of scaling techniques for attitude‐scaling and word‐association‐rating in the frame of large‐scale sample surveys can yield meaningful results for marketing, especially if more powerful techniques of analysis, like factor‐analysis are applied. In this article the major techniques of attitude‐ and wordassociation‐scaling are briefly outlined. It is stated, that method of summated scores (Likert ‐ analysis) for attitude‐scaling combines reasonable discriminative power with a non ‐prohibitive outlay in time and money.

Date: 1964
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