search query: @indexterm market research / total: 2057
reference: 469 / 2057
| Author: | Hornik, J. Cherian, J. Zakay, D. |
| Title: | The influence of prototype values on the validity of studies using time estimates |
| Journal: | Journal of the Market Research Society
1994 : APR, VOL. 36:2, p. 145-148 |
| Index terms: | BIO-TECHNOLOGY BIAS MARKET RESEARCH |
| Language: | eng |
| Abstract: | This study has established that rounding occurres more frequently than chance, larger values are rounded more, certain model of data collection (like telephone surveys) produce significantly more rounded values, and that retrospective reports have more prototypic values. Therefore, it appears that rounding may be partly a product of the retrieval process wherein stored values become rounded as memory becomes less exact. The findings favour the latter top-of-the-mind explanation. |
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