search query: @indexterm market research / total: 2057
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| Author: | Singh, J. Rhoads, G. K. Howell, R. D. |
| Title: | Adapting market surveys to individual respondents |
| Journal: | Journal of the Market Research Society
1992 : APR, VOL. 34:2, p. 125-147 |
| Index terms: | MARKET SURVEYS MARKET RESEARCH ATTITUDES MEASUREMENT MATHEMATICAL MODELS |
| Language: | eng |
| Abstract: | Adaptive designs (AD) allow a market researcher to pose only such scale items to each respondent that are necessary to measure his/her attitude level. Examples of measurement dilemmas are offered. As a thorough understanding of how ADs are implemented, rest on an intuitive understanding of latent trait theory (LTT), a verbal description illustrating the central ideas of LTT and item information functions is presented. An example highlights the step by step analysis. The benefits of computerised AD are summarised; solutions to the measurement dilemmas are discussed, current marketing applications and future challenges are reviewed. The mathematical models for understanding LTT and five key decisions in implementing AD are discussed. |
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