search query: @author Shrum, L. J. / total: 3
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| Author: | McCarthy, J. A. Shrum, L. J. |
| Title: | Measuring the importance of positive constructs: A test of alternative rating procedures |
| Journal: | Marketing Letters
1997 : APR, VOL. 8:2, p. 239-250 |
| Index terms: | VALUE ANALYSIS MEASUREMENT SCALING RATING SCALES |
| Language: | eng |
| Abstract: | This paper presents the results of two experiments that are intended to address problems encountered when rating positive constructs. Using personal values as the positive construct, two alternative rating techniques were tested for their ability to reduce endpiling and increase differentiation. The rating of construct along a continuum of importance is central to marketing research. Problems may arise when the items being rated are all viewed as inherently positive by raters. In such cases, even though the rating scale provided contains typical positive and negative anchors, the raters will tend to end-pile their ratings toward the positive end of the scale and thus show little differentiation among the rated items. |
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