Research report

The following passage is taken from a marketing research report prepared for a group of printers and lithographers without much formal business education who run a small family-owned business.

To measure the image of the printing industry, two different scaling techniques were employed. The first was a series of semantic differential scales. The second consisted of a set of Likert scales. The use of two different techniques for measurement could be justified based on the need to assess the convergent validity of the findings. Data obtained using both these techniques were treated as interval- scaled. Pearson product moment correlations were computed between the sets of ratings. The resulting correlations were high, indicating a high level of convergent validity.

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