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Keywords: Entropy
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Journal Articles
Counting, Likert scaling or entropy? Measuring channel diversity of omni-channel marketing
Available to Purchase
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems 1–20.
Published: 10 April 2026
...Sihan Li; Guijun Zhuang Purpose As a core variable in omni-channel marketing, channel diversity was measured differently, namely through counting, Likert scaling, and entropy. This study examines the reliability and validity of these measurement methods, enhancing the operability and comparability...
