'Rankers' Versus 'Tickers': A Useful Way to Solve a Methodological Problem in Market Research

In mail surveys where respondents are asked to rank the first three options, it was found that many respondents did not answer the question correctly, but merely ticked the options.
  

‘Rankers’ Versus ‘Tickers’: A Useful Way to Solve a Methodical Problem in Marketing Research

Carlos A HemaisUniversity of Rio de Janeiro andIain G LiddellBrunel University

The aim of this note is to describe the procedure followed by the authors in solving a problem in mail questionnaires in which there were questions where the respondents were asked to rank the first three options. When the questionnaires were received back through the mail, it was noticed that a great number of respondents did not answer those questions correctly, but ticked the options instead of ranking them....

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