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- Title
A Consideration of Probability Estimates Provided by Respondents.
- Authors
Roshwalb, Irving
- Abstract
The aims of this note are both to illustrate a respondent's difficulty of assessing the probability of an event, even when that event is easily defined and the calculation of probability is straight-forward, and to suggest procedures for improving such assessments. A simple example demonstrated some individuals' difficulty in estimating the probabilities of certain relatively commonplace events. It was suggested that, as a consequence, it may be reasonable to assume that respondents would have even greater difficulties in estimating probabilities of more complex events that make up consumer behavior. Finally, a technique for yielding firmer estimates of subjective probabilities was presented and discussed briefly.
- Subjects
MARKET surveys -- Design &; construction; PROBABILITY measures; CONSUMER profiling; DISTRIBUTION (Probability theory); ESTIMATION theory; CONSUMER attitude research; CONSUMER behavior research; QUESTIONNAIRES; MARKETING research; PROBABILITY theory; PSYCHOLOGY
- Publication
Journal of Marketing Research (JMR), 1975, Vol 12, Issue 1, p100
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150667