Abstract
This article looks at the ability of a rank-then-rate measurement procedure to increase discrimination in value ratings. We examine this procedure in two different population segments (college students and their parents) across four Western countries. Findings suggest this procedure is effective with college students, but not their parents.
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Beatty, S.E., Martin, W.K., Yoon, M.H., Kahle, L.R. (2015). Improving Value Ratings: An Assessment of the Rank-Then-Rate Approach. In: Wilson, E.J., Hair, J.F. (eds) Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13144-3_26
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DOI: https://doi.org/10.1007/978-3-319-13144-3_26
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