Graphic Positioning Scale: An Economical Instrument for Surveys

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 a...

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Bibliographic Details
Published in:Journal of marketing research 1977-02, Vol.14 (1), p.118-122
Main Author: Narayana, Chem L.
Format: Article
Language:English
Subjects:
Attitude scales
Attitude surveys
Brands
Effectiveness
Global positioning systems
Halo effect
Independent variables
Mail
Marketing
Polls & surveys
Questionnaires
Research Notes and Communications
Statistical variance
Teeth whitening
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Summary: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.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377701400116