Questioning techniques: Scales

 

This paper puts forth maximum difference scaling as a valid research method to determine attribute importance for customer satisfaction research, which in turn can drive valid and meaningful need-base ...

This paper proposes a new research technique to resolve the issue of severe acquiescence bias (a systematic bias caused by some respondents tending to agree with whatever is presented to them) often s ...

The practical value of the NPS (Net Promoter Score) customer loyalty metric has been hotly debated. The NPS is based on a single question - 'would you recommend X to a friend or colleague' - on a scal ...

This paper outlines the results of a quantitative study using a split sample design to demonstrate increased respondent engagement and better data quality from Fusion surveys (online surveys incorpora ...

This paper reviews a number of studies that have examined visual, interactive tasks in online surveys in comparison to other verbal, and less interactive, alternatives. In many cases, while the respon ...

The usual simple rating scale purports to measure direction (important/unimportant, effective/ineffective, etc.) and intensity (very, somewhat) of attitude or opinion in a single assessment. Thus, dir ...

This Viewpoint article comprises an exchange of correspondence between James Rothman, a former editor of IJMR, and Pedro S. Coelho and Susana P. Esteves, New University of Lisbon, in response to their ...

In marketing research, and particularly in the context of customer satisfaction measurement, we often try to measure attitudes and human perceptions. This raises a number of questions regarding approp ...

Advertising, marketing, and public opinion researchers routinely query survey respondents about tangible and intangible product attributes and benefits along two dimensions: desirability or importance ...

The purpose of this study was to determine differences in extreme response to rating scales between cultures/nations in a measure of corporate reputation. Separate surveys examined differences in resp ...

This paper reports on a web-based commercial customer satisfaction study consisting of 1284 respondents, which measured stated attribute importance using six different methods (importance ratings, con ...

This study compared rating, ranking and ‘pick-any’ measures of brand image associations. The pick-any technique is a free response measure, where respondents are given an attribute as a cue and asked ...

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret. Can it live up to these promises, or is it ac ...

Since the publication of Churchill’s (1979) paper in which he proposed a ‘paradigm’ for the construction of multi-item scales, scholars have developed a considerable number of such scales designed to ...

The paper describes briefly how respondent different scale usage may affect the analysis of results derived from discrete scales such as those commonly used in marketing research. Those effects are es ...

In this rapidly globalising world economy, cross-cultural research and knowledge about how consumers in different countries perceive television advertising is particularly relevant and important. If c ...

This article reports on a study into how respondents are asked to grade their preferences in Web-based surveys and questionnaires. In particular, it examines whether presenting options (such as stongl ...

Despite continuing advances in statistical methods, problems in scalar measures persist. This paper reports the findings on a review of marketing scale batteries developed since the publication of Chu ...

This study examined the effect of alternative scale formats on reporting of intensity of attitudes on Likert scales of agreement. A standard one-stage format and an alternate two-stage format were tes ...

Reviews the methods used to determine how a brand is positioned within a category and measure the effectiveness of this positioning. The study emphasises the limitations of current methods, and recomm ...

This paper, which won the MRS Gold Medal in 1964, proposes a method of developing a scale measuring individuals' propensities to buy a brand. The theoretical shape of this scale is first discussed. Pr ...