Marketing researchers use standard scales rather than inventing new ones for each research project.Discuss and differentiate among the Likert scale,semantic differential scale,and the Stapel scale.Why should the scale fit the construct?

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The Answer of Marketing researchers use standard scales rather than inventing new ones for each research project.Discuss and differentiate among the Likert scale,semantic differential scale,and the Stapel scale.Why should the scale fit the construct?

Marketing Researchers Use Standard Scales Rather Than Inventing New Ones