Open AccessScale to measure utility perception of mass media by the farm women
Author(s) -
Anuradha Subhashrao Lad,
P. R. Deshmukh,
R. P. Kadam
Publication year - 2020
Publication title -
agriculture update/agricultural update
Language(s) - English
Resource type - Journals
eISSN - 0976-6847
pISSN - 0973-1520
DOI - 10.15740/has/au/15.3/170-180
Subject(s) - scale (ratio) , perception , measure (data warehouse) , mass media , construct (python library) , rank (graph theory) , computer science , psychology , econometrics , mathematics , business , advertising , geography , data mining , cartography , combinatorics , neuroscience , programming language
Due to non-availability of proper scale to measure utility perception of mass media by the farm women, it was thought necessary to construct a scale for this purpose. Keeping this in view an attempt has been made to develop a scale for measuring utility perception of mass media by the farm women. Normalized rank approach recommended by Guilford (1978) was used in this study for scale construction.