Wording matters

Article Abstract:

In the designing of a rating scale 'wording' matters a lot. The wordings that are present on the rating scale should leave the respondent with the choice of saying that he doesn't know. This brings about accuracy in the scale interpretation. Tentative and probable answers may mislead the measurement of the scale. Suggestions on how to design a rating scale with proper wording, are presented.

Design and construction, Instructions

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Roughing it

Article Abstract:

The influence of pre-testing commercials in animatic form on the effectiveness of final film commercials is examined. The results of an empirical analysis on the benefits of pre-testing process are presented.

Analysis, Advertising

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It's all just psychometric dithering

Article Abstract:

Measurement of rating scales, which do not test respondents' opinions, beliefs and attitudes that they take in practical situations, cannot result in qualitative judgement of the actual consumer behavior.

Usage

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