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Τίτλος: SCALE WARS: AN EXPLORATION OF ‘INTERVAL-VALUED SCALE’ ATTRIBUTES IN MARKETING RESEARCH
Συγγραφείς: Pagiaslis, Anastasios 
Themistocleous, Christos 
Smith, Andrew 
Wagner, Christian 
Editors: Haws, Kelly 
Houston, Mark 
Noble, Charles 
Major Field of Science: Social Sciences
Field Category: Economics and Business
Λέξεις-κλειδιά: Marketing Management,;Methodological;Measurement scales;Survey design;Management
Ημερομηνία Έκδοσης: 6-Αυγ-2017
Πηγή: American Marketing Association 2017 Conference INNOVATION & SUSTAINABILITY IN MARKETING, San Fransciso
Link: https://www.ama.org/wp-content/uploads/2019/02/2017-ama-summer-proceedings.pdf
Conference: American Marketing Association Conference: Innovation and Sustainability in Marketing 
Περίληψη: Crisp single-point capturing scales such as Semantic Differential, Likert and Stapel are commonly used in marketing research. Even though crisp single-point capturing scales offer valuable information regarding the respondents’ perceptions on a specific topic, more recently-developed scales allow responses to be recorded by specifying an interval from the provided scale. Wagner et al., (2015) introduce interval-valued scales in surveys not only providing respondents with the ability of recording their answer accurately but also allowing the representation of uncertainty that may be included in respondents’ answers. Miller et al., (2014) note that interval-valued survey data, modelled through the Interval Agreement Approach (IAA), offer richer information compared to traditional single-point capturing scales. The aim of this paper is to explore Interval-Valued Scales (IVS) in a marketing research context and provide comparative results of an initial study between IVS and Semantic Differential Scales (SDS). This initial comparative exploration of IVS vs SDS is based on scale attributes as advocated by Preston & Colman (2000) namely: i) Ease of use, ii) Speed of use, iii) Ability to precisely record desired answers, iv) Adequate expression of exact thoughts and feelings, v) Certainty/Uncertainty with personal answers and vi) Overall satisfaction with each scale.
URI: https://hdl.handle.net/20.500.14279/22832
ISBN: 0-87757-366-2
ISSN: 1054-0806
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Conference Papers
Affiliation: University of Nottingham 
Publication Type: Peer Reviewed
Εμφανίζεται στις συλλογές:Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation

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