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How Many Scales and How Many Categories Shall We Use in Consumer Research? A Comment

Purnell H. Benson
Journal of Marketing
Vol. 35, No. 4 (Oct., 1971), pp. 59-61
DOI: 10.2307/1250460
Stable URL: http://www.jstor.org/stable/1250460
Page Count: 3
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How Many Scales and How Many Categories Shall We Use in Consumer Research? A Comment
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Abstract

The author questions the procedure and the advice given researchers in a previously published analysis of simulated data.

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