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| Author: | Hu, M. Toh, R. Lee, E. |
| Title: | Survey accuracy as a function of usage rate |
| Journal: | Marketing Letters
2000 : NOV, VOL. 11:4, p. 335-348 |
| Index terms: | SURVEYS DATA BASES DURATION ANALYSIS |
| Language: | eng |
| Abstract: | Using a large-scale AT&T database, the authors decompose usage levels into frequency and duration, and then investigate how they affect survey response accuracy. Results show that more accurate surveys are obtained from those in the high frequency group (possibly because of the increased use of the more accurate rate-based method of recall and higher degrees of regularity), and from those in the longer duration group (possibly because of increased involvement). |
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