Measuring Consumer Attitudes Toward the Marketplace with Tailored Interviews

Journal of Marketing Research, Vol. 26, 1989

16 Pages Posted: 25 Apr 2014

See all articles by Siva Balasubramanian

Siva Balasubramanian

Illinois Institute of Technology, Stuart School of Business

Wagner A. Kamakura

Rice University

Date Written: 1989

Abstract

The authors demonstrate how item response theory can be applied for cost effective measurement of consumer attitudes with multi-item scales. The measurement technique they discuss and illustrate is tailored to each respondent so that each is asked only the scale items most informative of his or her attitude level. This approach yields attitude estimates from only a fraction of the total number of items in the attitude scale, with a measurable and controllable in crease in the standard error of measurement. Potential cost-saving implications are discussed.

Suggested Citation

Balasubramanian, Siva and Kamakura, Wagner A., Measuring Consumer Attitudes Toward the Marketplace with Tailored Interviews (1989). Journal of Marketing Research, Vol. 26, 1989, Available at SSRN: https://ssrn.com/abstract=2428448

Siva Balasubramanian (Contact Author)

Illinois Institute of Technology, Stuart School of Business ( email )

10 W 35th Street, 18th Floor
Chicago, IL 60616
United States
3129066516 (Phone)
3129066549 (Fax)

HOME PAGE: http://www.stuart.iit.edu/about/faculty/siva_balas.shtml

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

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