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Author
Tarka Piotr (Poznań University of Economics, Poland)
Title
Statistical Choice Between Rating and Ranking Method of Scaling Consumer Values
Source
Statistics in Transition, 2010, vol. 11, nr 1, s. 177-186, wykr., bibliogr. s. 185-186
Keyword
Konsument, Zastosowanie statystyki, Badania marketingowe
Consumer, Application of statistics, Marketing research
Note
summ.
Abstract
The article describes how many market researchers go wrong with statistical assumption as for the right choice in rating and ranking method application within consumers' values evaluation. Many mistakes still arise owing to ineffective comparison of one scale to another, which in fact constitutes a completely different method of analysis and usage. The author discusses advantages and disadvantages of both ranking and rating methods pertaining to further statistical possibilities in data processing against the theoretical background and later on given brief example. Next stage of description emphasizes the importance of both rating and ranking method, depending on type of consumer (subject) being interviewed, hypothetical type of question being asked, communication with subject or even data results to be obtained. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
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Bibliography
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ISSN
1234-7655
Language
eng
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