search query: @journal_id 70 / total: 586
reference: 16 / 586
| Author: | Singh, J. Howell, R. Rhoads, G. |
| Title: | Adaptive Designs for Likert-Type Data: An Approach for Implementing Marketing Surveys |
| Journal: | Journal of Marketing Research
1990 : AUG, VOL. 27, p.304-321 |
| Index terms: | MARKETING MODELS CONSUMER ATTITUDES MARKET SURVEYS |
| Language: | eng |
| Abstract: | A method is discussed for implementing marketing surveys in which the questionnaire is adapted to the individual respondent. These adaptive designs are based on a measurement theory, the Latent Trait Theory (LTT), which has been developed mainly in the fields of education and psychology. An initial step is taken in examining adaptive designs for Likert-type data within a marketing context. |
SCIMA