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Home→The Westburn Dictionary of Marketing→G→Guttman scales

Guttman scales

Definition:
A method of deriving ATTITUDE SCALES so that a series of statements represent successively stronger attitudes. The number of agreements is thus a measure of the strength of the attitude. It is difficult to generate a series of statements so that all of a sample of people agree with the whole of the series up to a certain point but agree with none of the statements after. However, procedures, some computerized, exist for selecting a series of statements that achieve this as nearly as possible. Guttman scales are little used in marketing research, being mainly a tool of social researchers.

Cross-References:
[attitude scale]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [J. A. Bound],.