A Comparison of Three Brand Evaluation Procedures

The paper reports an empirical examination of the results, reliability, and validity of three attitude measurement procedures—open-ended, paired comparison, and monadic rating. Significant differences among the three approaches were found in the evaluation of two brands on a number of attitudinal di...

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Veröffentlicht in:	Public opinion quarterly 1979-07, Vol.43 (2), p.261-270
Hauptverfasser:	WIND, YORAM, DENNY, JOSEPH, CUNNINGHAM, ARTHUR
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand/Brands Brands Comparison/Comparisons/Comparative/Comparability Covariance Data collection Discriminant analysis Evaluation/Evaluations/Evaluative Flavors Multiple regression Nutrition Political attitudes Procedure/Procedures/Procedural Psychological attitudes
Online-Zugang:	Volltext
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