You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Improving Rating Scale Measures by Detecting and Correcting Bias Components in Some Response Styles
Eric A. Greenleaf
Journal of Marketing Research
Vol. 29, No. 2 (May, 1992), pp. 176-188
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3172568
Page Count: 13
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
The author examines whether the response styles of yeasaying and standard deviation in rating scale responses convey information on respondents' attitudes or create bias that distorts attitude information and marketing research. A method is proposed to identify attitude information components and bias components in response styles, using prediction errors in attitude-behavior models. Analysis of data from a large-scale consumer survey supports the presence of both attitude information and bias components in standard deviation, and an attitude information but not a bias component in yeasaying. This finding suggests that correcting rating scale data by removing the bias but not the attitude information in standard deviation can increase the accuracy of survey research. Examples are given of how bias in standard deviation, and the scoring correction, affect segmentation research.
Journal of Marketing Research © 1992 American Marketing Association