Westburn Publishing

scalogram

Definition:
A manual alternative to categorizing answers to ATTITUDE SCALES by means of factor analysis or other statistical techniques requiring access to a computer. A board is used to group data by eye into categories as a basis for distinguishing underlying patterns but the method is only possible with a relatively small data base.

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: [Michael J. Baker], [1998].