The choice between a five-point and a ten-point scale in the framework of customer satisfaction measurement

Pedro S. Coelho and Susana P. Esteves

In marketing research, and particularly in the context of customer satisfaction measurement, we often try to measure attitudes and human perceptions.
  

The choice between a five-point and a ten-point scale in the framework of customer satisfaction measurement

Pedro S. Coelho and Susana P. EstevesNew University of Lisbon

INTRODUCTION

In marketing research, and particularly in the framework of customer...

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