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Research papers

Efficiently measuring opinions in the capital market

The paper describes briefly how respondent different scale usage may affect the analysis of results derived from discrete scales such as those commonly used in marketing research.Those effects are essentially due to yea / nay / middle-of-the road...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Luiz Fernando Lopes Filho, Elaine Restier, Luiz Sá Lucas, Eduardo Werneck
September 19, 2004