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- Title
DEALING WITH INDECISION -- SHOULD WE … OR NOT?
- Authors
Fenwick, Ian; Wiseman, Frederick; Becker, John; Heiman, James
- Abstract
The treatment of "don't know", "no opinion" or other non-substantive responses is a problem in many consumer research surveys. This paper looks at the problem in the context of 1980 Presidential election opinion polls. An unusually high proportion of the electorate were "undecided" even in the final weeks of the campaign. Discriminant analysis is used to allocate undecided voters to candidates. The method is validated by a post-election follow-up survey.
- Subjects
CONSUMER research; RESEARCH; CONSUMER behavior; HUMAN behavior; PSYCHOLOGY; SURVEYS; PRESIDENTIAL elections; ELECTIONS; CUSTOMER satisfaction
- Publication
Advances in Consumer Research, 1982, Vol 9, Issue 1, p247
- ISSN
0098-9258
- Publication type
Article