Affiliation:
1. Washington State University.
Abstract
Attitude scales form the bulk of many survey questionnaires and contribute to respondent fatigue and boredom. The contention is presented that a substantial reduction in the length of a survey questionnaire can be achieved, without loss of any information, by judicial use of the attitude scale. An alternative measurement scale, the graphic positioning scale, is presented which was compared with the traditional scale by means of an empirical study. The results support the contention of the report.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
4 articles.
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