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| Author: | Wiswanathan, M. |
| Title: | Does a single response category in a scale completely capture a response? |
| Journal: | Psychology and Marketing
1996 : AUG, VOL. 13:5, p. 457-480 |
| Index terms: | PSYCHOLOGY RESPONSE RATE MARKETING |
| Language: | eng |
| Abstract: | The objective of this article is to suggest the application of fuzzy set theory to issues in scale development in marketing by conceptualizing response categories of a scale as fuzzy sets. Respondents' natural responses to scales are argued to have degrees of membership in more than one response category when a response scale does not match natural responses. In contrast to traditional scales, which only allow the choice of a single category as a response, a new scale, which allows responses with degrees of membership in more than one response category, is developed. |
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