search query: @author Toh, R. S. / total: 3
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| Author: | Hu, M. Y. Toh, R. S. Lee, E. |
| Title: | Impact of the level of aggregation on response accuracy in surveys of behavioral frequency |
| Journal: | Marketing Letters
1996 : OCT, VOL. 7:4, p. 371-382 |
| Index terms: | SURVEYS MEASUREMENT INDIVIDUAL BEHAVIOUR PROBABILITY |
| Language: | eng |
| Abstract: | This study discovers asymmetrical effects of the level of aggregation of the question on the response accuracy in surveys of behavioral frequency, through observations of American Telephone and Telegraph Company data. It was found that disaggregating a question to a lower less comfortable level of aggregation creates greater uncertainty which leads to bigger absolute errors in responses to surveys. But if a question is asked at a higher less comfortable level, most of respondents escape by splitting questions down to natural level, and so avoiding uncertainty and responding more accurately. For greater accuracy in surveys the natural level of aggregation at which questions are posed , should be identified. |
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