search query: @author Fox, R. J. / total: 5
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| Author: | Crask, M. R. Fox, R. J. |
| Title: | An exploration of the interval properties of three commonly used marketing research scales : a magnitude estimation approach. |
| Journal: | Journal of the Market Research Society
1987 : JUL, VOL. 29:3, p. 317-339 |
| Index terms: | MARKET RESEARCH SCALING QUANTITATIVE TECHNIQUES |
| Language: | eng |
| Abstract: | The equal-interval nature of the commonly used purchase intent, importance, and overall rating scales is examined. The general problem of itemized rating scales is outlined, literature concerning the topic is reviewed. The validity of the scale values obtained in past studies is questioned. A brief explanation of the magnitude estimation procedure and its advantages is provided. The scale examination study design is described. The research project proves that only the overall rating scale appears to be an interval scale, the others are far from interval. |
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