Journal of Official Statistics, Vol.8, No.1, 1992. pp. 77–86
The Golden Numerical Comparative Scale Format for Economical Multi-Object/Multi-Attribute Comparison Questionnaires
Linda L. Golden, Patrick L. Brockett, Gerald Albaum, and Juan Zatarain
Abstract:This paper presents a scale format for designing self-administered questionnaires that offers significant cost and space economies over previously developed alternative formats for gathering perceptual information across multiple objects and image dimensions. Results of empirical investigations show that the Golden Numerical Comparative Scale obtains these economies with no loss of data quality or reliability. In so doing, the Golden Numerical Comparative Scale also reduces the potential for measurement and coding errors.
Keywords:Self-administered questionnaire format; multiple object comparisons; image measurement; graphic positioning scale; semantic differential scales.
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