Efficiently measuring opinions in the capital market

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.

Efficiently Measuring Opinions in the Capital Market

Luiz Sá LucasIDS – Interactive Data Systems; and Systems Director, TSA Business, Brazil

Eduardo WerneckTSA Business, Brazil

Elaine RestierApimec Nacional. Brazil

Luiz Fernando Lopes FilhoApimec...