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C82SAD: Attitude, persuasive communication and attitude change

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CHAPTER 4 MEASUREMENT & SCALING TECHNIQUES

CHAPTER 4 MEASUREMENT & SCALING TECHNIQUES. DR.SHINEY CHIB PROFESSOR,DMIMS,NAGPUR. SCALES. IT IS A TECHNIQUE OF CONVERTING QULALITATIVE FACTORS INTO QUANTATIVE FACTORS. QUALITATIVE ARE GENERALLY CALLED AS ATTRIBUTES AND QUANTATIVE ARE CALLED AS VARAIBLES.

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C82SAD: Attitude, persuasive communication and attitude change

CHAPTER 4 MEASUREMENT &amp; SCALING TECHNIQUES

CHAPTER 4 MEASUREMENT & SCALING TECHNIQUES