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The transferability of rating scale techniques to an African population

Date of publication: September 1, 1980

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: Nesta Morris, Pat van der Reis

Abstract:

The purpose of the study was to select the most appropriate scale for the measurement of Africans' satisfaction with their transport services . Four types of scale (verbal, numerical, visual and graphic) were selected. Two types of each of these scales were tested, making 8 scales in all. The sample consisted of 273 respondents, all of whom made a similar journey to work each day. Five aspects of the respondents' transport to work served as the validation criteria for the scales. An important criterion for selecting the most appropriate scale was suitability for use among illiterates.

Nesta Morris

Author

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Pat van der Reis

Author

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The transferability of rating scale techniques to an African population

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: N. Morris, Pat van der Reis

 

September 1, 1980

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Citation

Morris and van der Reis (1980a, September 01). The transferability of rating scale techniques to an African population. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/the-transferability-of-rating-scale-techniques-to-an-african-population


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Problems in the use of rating scales in cross-cultural research

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Pat van der Reis

 

June 15, 1984

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van der Reis, P. (1984a, June 15). Problems in the use of rating scales in cross-cultural research. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/problems-in-the-use-of-rating-scales-in-cross-cultural-research


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Citation

Morris and van der Reis (1980a, September 01). The transferability of rating scale techniques to an African population. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/marketing-to-an-ageing-population