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| Author: | Teas, R. |
| Title: | Retail services image measurement: an examination of the stability of a numerical comparative scale |
| Journal: | International Review of Retail Distribution and Consumer Research
1994 : OCT, VOL. 4:4, p. 427-442 |
| Index terms: | RETAILING IMAGE MEASUREMENT |
| Language: | eng |
| Abstract: | The numerical comparative scale (NCS) is a multi-attribute measurement procedure in which the respondent provides simultaneous comparative ratings of multiple objects using bipolar scales similar to semantic differential scales. Recent research indicates that scales requiring respondents to rate multiple retail stores on an attribute-by attribute basis may be vulnerable to rating instability problems resulting from rating context effects. |
SCIMA