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| Tekijä: | Gurwitz, P. |
| Otsikko: | Ipsative Rescaling: An Answer to The Response Set Problem In Segmentation Analysis |
| Lehti: | Journal of Advertising Research
1987 : JUNE/JULY, VOL.27:3, p.37-42 |
| Asiasana: | MARKET SURVEYS INDIVIDUAL BEHAVIOUR MARKET SEGMENTATION |
| Kieli: | eng |
| Tiivistelmä: | In the area of attitude measurement, response set is a major problem. It's an even more serious problem when it occurs in market segmentation analysis.Response set can contaminate the results of any test based on question/answer data. The solution is a method of data transformation which will neutralize the effect of response set. Investigations indicate that a variant of Cunningham's ipsative process can be used to extract meaningful segments from data with severe response set problems. |
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