Abstract
The present study empirically investigates data quality of cognitive responses. Cognitive response researchers using qualitative techniques generally ask selected respondents to write down their cognitions, feelings about, or behaviors toward particular experimental stimuli in an unstructured format (see Wright, 1973). Once these cognitive responses have been produced, a decision has to be made whether the original respondents who generated the thoughts or independent raters are asked to use coding schemas to classify the cognitive output into more interpretive data. Even though the use of independent raters seems to be a general research convention (Coulter, 1998; Meirick, 2002), many studies caution that using independent raters to classify cognitive responses is problematic (Cacioppo and Petty, 1981; Perreault and Leigh, 1989; Wright, 1980).
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Braunsberger, K., Buckler, B., Ortinau, D.J. (2015). Empirical Investigation of Data Quality and Validity of Cognitive Valence and Content of Thoughts: Trained Independent Raters Versus Trained Original Respondents. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_6
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DOI: https://doi.org/10.1007/978-3-319-10864-3_6
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