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Mind measurement

Colin Strong
LDN - 27 Aug 2015
Colin Strong
Mind measurement

In the latest in Colin Strong’s series rethinking areas of market research, he turns his attention to the importance of attitude measurement and psychometrics.

Market research has historically focused on two broad areas – attitudes and behaviours. Obviously within this sweeping generalisation there lies huge variety – so attitudes can include needs, interests, future intentions and propensities.

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In the latest in Colin Strong’s series rethinking areas of market research, he turns his attention to the importance of attitude measurement and psychometrics.