Quotation Dolnicar, Sara, Grün, Bettina, Rossiter, John R.. 2010. An Initial Empirical Guide to Translating Between Different Answer Formats. In Proceedings of the 39th EMAC Conference, Hrsg. Copenhagen Business School, CD-ROM. Copenhagen, Denmark: EMAC.




Surveys research remains the most popular source of market knowledge. Yet, there is not one established way of how to measure beliefs. Some market research companies offer their respondents five answer options, others seven. Some use middle points on the answer scales, others do not. Some verbalize all answer options, others only the endpoints. The wide variety of answer formats used both by market research companies and academic researchers makes it virtually impossible to compare results across studies. This study offers support by presenting empirical mappings for some of the most commonly used answer formats, thus making comparisons of results easier.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Contribution to conference proceedings
Language English
Title An Initial Empirical Guide to Translating Between Different Answer Formats
Title of whole publication Proceedings of the 39th EMAC Conference
Editor Copenhagen Business School
Page from CD
Page to ROM
Location Copenhagen, Denmark
Publisher EMAC
Year 2010


Modelling Unobserved Heterogeneity Using Mixtures
Dolnicar, Sara (Former researcher)
Grün, Bettina (Details)
Rossiter, John R. (University of Wollongong, Australia)
Institute for Statistics and Mathematics IN (Details)
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