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....