On the optimal number of scale points in graded paired comparisons
A. Beuckelaer, S. Toonen, и E. Davidov. Quality and Quantity, 47 (5):
2869--2882(2013)The original publication is available at www.springerlink.com.
Аннотация
In market research, it is common practice to measure individuals? brand or product preference through graded paired comparisons (GPCs). One important decision concerns the (odd) number of scale points (e.g., five, seven, nine, or eleven) that has to be assigned to either brands or products in each pair. Using data from an experiment with 122 students, we assessed the extent to which GPCs with a higher number of scale points (requiring more cognitive effort) really outperform GPCs with a smaller number of scale points (requiring less cognitive effort). Our data analyses have shown that one may reduce the (odd) number of
scale points from eleven to nine or seven, depending on what minor compromises one is willing to make. The detailed psychometric results presented in this paper are useful to applied researchers as they help them in making well-informed decisions on the number of scale points in a GPC task.
%0 Journal Article
%1 zora61745
%A Beuckelaer, Alain De
%A Toonen, Stef
%A Davidov, Eldad
%D 2013
%I Springer
%J Quality and Quantity
%K - / Graded Measurement Preference comparisons constant measurement ordered paired sum validity
%N 5
%P 2869--2882
%T On the optimal number of scale points in graded paired comparisons
%U http://www.zora.uzh.ch/61745/1/DeBeuckelaer_Toonen_Davidov_2012_QQ.pdf
%V 47
%X In market research, it is common practice to measure individuals? brand or product preference through graded paired comparisons (GPCs). One important decision concerns the (odd) number of scale points (e.g., five, seven, nine, or eleven) that has to be assigned to either brands or products in each pair. Using data from an experiment with 122 students, we assessed the extent to which GPCs with a higher number of scale points (requiring more cognitive effort) really outperform GPCs with a smaller number of scale points (requiring less cognitive effort). Our data analyses have shown that one may reduce the (odd) number of
scale points from eleven to nine or seven, depending on what minor compromises one is willing to make. The detailed psychometric results presented in this paper are useful to applied researchers as they help them in making well-informed decisions on the number of scale points in a GPC task.
@article{zora61745,
abstract = {In market research, it is common practice to measure individuals? brand or product preference through graded paired comparisons (GPCs). One important decision concerns the (odd) number of scale points (e.g., five, seven, nine, or eleven) that has to be assigned to either brands or products in each pair. Using data from an experiment with 122 students, we assessed the extent to which GPCs with a higher number of scale points (requiring more cognitive effort) really outperform GPCs with a smaller number of scale points (requiring less cognitive effort). Our data analyses have shown that one may reduce the (odd) number of
scale points from eleven to nine or seven, depending on what minor compromises one is willing to make. The detailed psychometric results presented in this paper are useful to applied researchers as they help them in making well-informed decisions on the number of scale points in a GPC task.},
added-at = {2013-12-29T19:19:22.000+0100},
author = {Beuckelaer, Alain De and Toonen, Stef and Davidov, Eldad},
biburl = {https://www.bibsonomy.org/bibtex/26162fbd2d208566a0dffc714ba6be19e/stef1313},
interhash = {2f7e6921710c3ce661afeca5a88e3d9c},
intrahash = {6162fbd2d208566a0dffc714ba6be19e},
journal = {Quality and Quantity},
keywords = {- / Graded Measurement Preference comparisons constant measurement ordered paired sum validity},
note = {The original publication is available at www.springerlink.com},
number = 5,
pages = {2869--2882},
publisher = {Springer},
timestamp = {2013-12-29T19:19:22.000+0100},
title = {On the optimal number of scale points in graded paired comparisons},
url = {http://www.zora.uzh.ch/61745/1/DeBeuckelaer_Toonen_Davidov_2012_QQ.pdf},
volume = 47,
year = 2013
}