Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/22832
DC FieldValueLanguage
dc.contributor.authorPagiaslis, Anastasios-
dc.contributor.authorThemistocleous, Christos-
dc.contributor.authorSmith, Andrew-
dc.contributor.authorWagner, Christian-
dc.contributor.editorHaws, Kelly-
dc.contributor.editorHouston, Mark-
dc.contributor.editorNoble, Charles-
dc.date.accessioned2021-07-30T05:30:32Z-
dc.date.available2021-07-30T05:30:32Z-
dc.date.issued2017-08-06-
dc.identifier.citationAmerican Marketing Association 2017 Conference INNOVATION & SUSTAINABILITY IN MARKETING, San Franscisoen_US
dc.identifier.isbn0-87757-366-2-
dc.identifier.issn1054-0806-
dc.identifier.urihttps://hdl.handle.net/20.500.14279/22832-
dc.description.abstractCrisp 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.en_US
dc.language.isoenen_US
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectMarketing Management,en_US
dc.subjectMethodologicalen_US
dc.subjectMeasurement scalesen_US
dc.subjectSurvey designen_US
dc.subjectManagementen_US
dc.titleSCALE WARS: AN EXPLORATION OF ‘INTERVAL-VALUED SCALE’ ATTRIBUTES IN MARKETING RESEARCHen_US
dc.typeConference Papersen_US
dc.linkhttps://www.ama.org/wp-content/uploads/2019/02/2017-ama-summer-proceedings.pdfen_US
dc.collaborationUniversity of Nottinghamen_US
dc.subject.categoryEconomics and Businessen_US
dc.journalsOpen Accessen_US
dc.countryUnited Statesen_US
dc.subject.fieldSocial Sciencesen_US
dc.publicationPeer Revieweden_US
dc.relation.conferenceAmerican Marketing Association Conference: Innovation and Sustainability in Marketingen_US
cut.common.academicyear2016-2017en_US
item.grantfulltextopen-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_c94f-
item.openairetypeconferenceObject-
item.fulltextWith Fulltext-
crisitem.author.deptDepartment of Communication and Marketing-
crisitem.author.facultyFaculty of Communication and Media Studies-
crisitem.author.orcid0000-0001-9074-7711-
crisitem.author.parentorgFaculty of Communication and Media Studies-
Appears in Collections:Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation
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