Comments on: 10-Point Scale Fan Club http://www.argentumstrategy.com/blog/10point-scale-fan-club Marketing wisdom for small to mid-sized businesses Tue, 08 Nov 2011 14:08:23 +0000 hourly 1 http://wordpress.org/?v=3.0.4 By: Dr. Anne Beall http://www.argentumstrategy.com/blog/10point-scale-fan-club/comment-page-1/#comment-5853 Dr. Anne Beall Sun, 07 Mar 2010 20:27:57 +0000 http://argentumstrategy.com/blog/10point-scale-fan-club#comment-5853 Thanks for your post. What published research are you referring to exactly? You mention Jon Krosnick’s research where he makes a conclusion that he posted on his web page. It's unclear exactly what he tested and what kinds of studies he analyzed. This conclusion is based on an article that has never been reviewed or published. Correspondence with Jon Krosnick confirmed that fact. In contrast, the empirical data that supports my claims is from an article that analyzed the exact same data that was collected over the course of several years and that used both 5-point and 10-point scales. It’s called The Measurement Imperative by Wittink and Bayer in Marketing Research (2003, Vol 15, Part 3, pages 19-22). Thanks for your post. What published research are you referring to exactly? You mention Jon Krosnick’s research where he makes a conclusion that he posted on his web page. It’s unclear exactly what he tested and what kinds of studies he analyzed. This conclusion is based on an article that has never been reviewed or published. Correspondence with Jon Krosnick confirmed that fact.

In contrast, the empirical data that supports my claims is from an article that analyzed the exact same data that was collected over the course of several years and that used both 5-point and 10-point scales. It’s called The Measurement Imperative by Wittink and Bayer in Marketing Research (2003, Vol 15, Part 3, pages 19-22).

]]> By: admin http://www.argentumstrategy.com/blog/10point-scale-fan-club/comment-page-1/#comment-5852 admin Sun, 28 Feb 2010 02:51:53 +0000 http://argentumstrategy.com/blog/10point-scale-fan-club#comment-5852 Dan - Thanks so much for your comments! I am going to pass this along to my guest blogger and ask her to reply. Stay tuned! Dan – Thanks so much for your comments! I am going to pass this along to my guest blogger and ask her to reply. Stay tuned!

]]> By: Dan Lockhart http://www.argentumstrategy.com/blog/10point-scale-fan-club/comment-page-1/#comment-5851 Dan Lockhart Mon, 22 Feb 2010 17:19:37 +0000 http://argentumstrategy.com/blog/10point-scale-fan-club#comment-5851 Most of the published research does not agree with your conclusions. Look at the work by Jon A. Krosnick at Stanford. He concludes: Our data consist of results from 706 tests of reliability taken from thirty different between-subject studies.... we found that five- or seven-point scales produced the most reliable results. Where is the empirical data to support these points? - a 10-point scale requires 71% of the sample size that a 5-point scale requires - It has greater statistical reliability and validity. Most of the published research does not agree with your conclusions. Look at the work by Jon A. Krosnick at Stanford. He concludes: Our data consist of results from 706 tests of reliability taken from thirty different between-subject studies…. we found that five- or seven-point scales produced the most reliable results. Where is the empirical data to support these points? – a 10-point scale requires 71% of the sample size that a 5-point scale requires – It has greater statistical reliability and validity.

]]>