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International Journal of Public Opinion Research Advance Access originally published online on March 18, 2005
International Journal of Public Opinion Research 2005 17(4):484-494; doi:10.1093/ijpor/edh071
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International Journal of Public Opinion Research Vol. 17 No. 4 © The Author 2005. Published by Oxford University Press on behalf of The World Association for Public Opinion Research. All rights reserved.

An Exploration of the Validity of the Unbounded Write-In Scale for Inter-Individual Research

Laura M. Stapleton

Laura M. Stapleton is Assistant Professor of Quantitative Methods in the Department of Educational Psychology at the University of Texas.

Meaghan Edmonds

Meaghan Edmonds is a Research Associate with the Texas Center for Reading and Language Arts and is a doctoral student in Quantitative Methods at the University of Texas.

Address correspondence to Laura M. Stapleton, Department of Educational Psychology, 504 Sanchez Building, University of Texas, Austin, TX 78756, USA, E-mail: laura.stapleton@mail.utexas.edu

The first 150 words of the full text of this article appear below.

In the marketing literature, a new response scale option has been proposed as an alternative to a traditional numeric rating scale. This scale, entitled the ‘unbounded write-in scale’, was developed by Eric Marder (1997) and is fully described in his text, The Laws of Choice: Predicting Consumer Behavior. A demonstration of this scale is provided in the (made-up) example question shown in Figure 1. For this response scale, the respondent is provided with a box, in which he or she is asked to place as many Ls (to represent liking) or Ds (to represent disliking) as reflects his or her attitude toward the topic or statement. Although this scale was created in response to the needs of measuring relative opinions on brands within individuals, the scale has been used in general correlational research across individuals (see, for example, Lynn, 2003). Instead of enquiring into the likes and . . . [Full Text of this Article]


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