search query: @author Kamakura, W. A. / total: 14
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| Author: | Balasubramanian, S. K. Kamakura, W. A. |
| Title: | Measuring consumer attitudes toward the marketplace with tailored interviews |
| Journal: | Journal of Marketing Research
1989 : AUG, VOL. 26:3, p. 311-326 |
| Index terms: | MARKETING RESEARCH CONSUMER ATTITUDES INTERVIEWING |
| Language: | eng |
| Abstract: | A brief background is provided on item response theory /IRT/ and the tailored interview procedure. This measurement technique illustrated here is tailored to each respondent so that each is asked only the scale items most informative of his or her attitude level. The empirical tests aimed to assess the accuracy and validity of tailored interviewing. |
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