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

Carlos A Hemais
University of Rio de Janeiro
Iain G Liddell
Brunel 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. This note explains how the problem of equalising the two kinds of respondents, the ‘tickers’ and the ‘rankers’ was approached and how those questions were incorporated in the main statistical study of the research.