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Business Research Methods Case Study

Case Title:

Global Stance on Malaria: Using Thurstone Scaling

Publication Month and Year : December 2009

Authors: RagaSravanthi Vemulavada, Dr. V. Srinivas

Industry: General Business

Region: India

Case Code: BRM0007

Teaching Note: Available

Structured Assignment: Not Available


The case study primarily deals with measuring the attitude of people towards those suffering from malaria and the use of Thurstone Scaling in measuring it. Malaria a dreadful disease which if not treated can become fatal by interrupting the blood supply to vital organs of the human body. Malaria can be controlled by diagnosing it early and treating it promptly. People have different attitude towards the disease as well as the people suffering from it. One of the ways to document the attitude is to record the statements made by the people about the disease. When recording statements, it should be ensured that people generate statements only if they have either suffered from the disease or have a fair idea about the disease.

Pedagogical Objectives:

  • To analyse the scales in measurement
  • To understand Thurstone scaling.

Keywords : Scales of Management, Thurstone Scaling, Attitudes, Scaling, Interqaurtile Range


  • Introduction
  • Suggested Questions for Discussion

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