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- Title
Rating Scales and Information Recovery--How Many Scales and Response Categories to Use?
- Authors
Green, Paul E.; Rao, Vithala R.
- Abstract
Managers and researchers concerned with marketing and attitudinal research frequently encounter the problem of determining the number of rating scales to use and the number of response categories to provide for each scale that is used. This article approaches the problem through a numerical simulation designed to measure the sensitivity of "solution recovery" to changes in these variables.
- Subjects
MARKET surveys -- Design &; construction; CONSUMER attitude research; MARKETING research; BRAND choice; CONSUMER preferences research; PUBLIC opinion polls; CONSUMER behavior; MATHEMATICAL models of decision making; MARKETING science; MARKETING &; psychology; MARKETING models; MATHEMATICAL models of consumption; PSYCHOLOGY
- Publication
Journal of Marketing, 1970, Vol 34, Issue 3, p33
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1249817