We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
A Rejoinder to 'How Many Scales and How Many Categories Shall We Use in Consumer Research?--A Comment'
- Authors
Green, Paul E.; Rao, Vithala R.
- Abstract
The authors present a response to the critique "How Many Scales and How Many Categories Shall We Use in Consumer Research? -- A Comment," by Prunell H. Benson, published in this issue. Benson's article critiques an earlier work by the authors, "Rating Scales and Information Recovery -- How Many Response Categories to Use?" published in the July 1970 issue. The authors note that Benson's critical comments pertain to the model and methodology used in the study. Benson's comments are divided into questions concerning Euclidean distances, evenly spaced vector directions and mirror-image scales.
- Subjects
CONSUMER research; MARKETING; METHODOLOGY; MOTIVATION (Psychology); SIMULATION methods &; models; EXPERIMENTAL design; BENSON, Purnell H.; SCALING (Social sciences); QUESTIONNAIRES; EUCLIDEAN algorithm; CRITICISM
- Publication
Journal of Marketing, 1971, Vol 35, Issue 4, p61
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250461