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An initial empirical guide to translating between different answer formats

Conference Paper


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Abstract


  • Surveys research remains the most popular source of market knowledge. Yet, there is not

    one established way of how to measure beliefs. Some market research companies offer

    their respondents five answer options, others seven. Some use middle points on the answer

    scales, others do not. Some verbalize all answer options, others only the endpoints. The

    wide variety of answer formats used both by market research companies and academic researchers

    makes it virtually impossible to compare results across studies. This study offers

    support by presenting empirical mappings for some of the most commonly used answer

    formats, thus making comparisons of results easier.

Authors


  •   Dolnicar, Sara (external author)
  •   Grun, Bettina (external author)
  •   Rossiter, John R.

Publication Date


  • 2010

Citation


  • Dolnicar, S., Grun, B. & Rossiter, J. R. (2010). An initial empirical guide to translating between different answer formats. European Marketing Academy Conference (pp. 1-7). Copenhagen, Denmark: Copenhagen Business School.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1757&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/719

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Copenhagen, Denmark

Abstract


  • Surveys research remains the most popular source of market knowledge. Yet, there is not

    one established way of how to measure beliefs. Some market research companies offer

    their respondents five answer options, others seven. Some use middle points on the answer

    scales, others do not. Some verbalize all answer options, others only the endpoints. The

    wide variety of answer formats used both by market research companies and academic researchers

    makes it virtually impossible to compare results across studies. This study offers

    support by presenting empirical mappings for some of the most commonly used answer

    formats, thus making comparisons of results easier.

Authors


  •   Dolnicar, Sara (external author)
  •   Grun, Bettina (external author)
  •   Rossiter, John R.

Publication Date


  • 2010

Citation


  • Dolnicar, S., Grun, B. & Rossiter, J. R. (2010). An initial empirical guide to translating between different answer formats. European Marketing Academy Conference (pp. 1-7). Copenhagen, Denmark: Copenhagen Business School.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1757&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/719

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Copenhagen, Denmark