RATING SCALES INFLUENCE RESPONSE BEHAVIOR
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2014.07
- 7페이지/ 어도비 PDF
- 가격 4,000원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Cabooter Elke, Geuens Maggie, Weijters Bert, Vermeir Iris
영어 초록
Questionnaires are an important source of data in marketing research. Unfortunately, survey data is often confounded by response styles such as acquiescence response style, disacquiescence response style, extreme response style and midpoint response style. Researchers can use different rating scale formats, which basically differ on two major dimensions, namely Polarity (unipolar versus bipolar) and Anchoring (only positive numbers or negative and positive numbers). To investigate which scale format performs best in terms of minimizing different response styles, we set up an experiment in which we manipulate Polarity and Anchoring. An online survey (N=337) shows strong effects of Polarity and Anchoring on response distributions and provides evidence for the superiority of the unipolar scale format with positive anchors.
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