Assessing Response Format Effects on the Scaling of Marketing Stimuli
Bibliographic record
Abstract
Multi-item rating scales are the accepted solution for achieving reliable and valid measures in the social sciences. Issues not fully resolved include the optimal number of response categories, choice of semantic rating versus Likert form, and the appropriateness of mixing positively and negatively expressed items. While there is considerable empirical research on these issues, it addresses the scaling of respondents and is yet to produce consensus as to the most appropriate practice. In marketing, multi-item scales are not only used to scale consumer respondents, they are used to scale marketing stimuli. This article examines these response format issues when the primary objective is to scale marketing stimuli rather than consumers using generalisability theory criteria for data quality. G-study website assessment data using different response formats are used to compare their effects on the observed variance components and G-coefficients for websites. Conclusions are drawn for the most appropriate response format to use in marketing studies that scale marketing stimuli.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.229 | 0.564 |
| Meta-epidemiology (narrow) | 0.002 | 0.001 |
| Meta-epidemiology (broad) | 0.001 | 0.003 |
| Bibliometrics | 0.003 | 0.004 |
| Science and technology studies | 0.002 | 0.003 |
| Scholarly communication | 0.003 | 0.003 |
| Open science | 0.002 | 0.003 |
| Research integrity | 0.003 | 0.003 |
| Insufficient payload (model declined to judge) | 0.007 | 0.002 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; the direct Gemma label and the distilled Codex classifier agree on what is shown here.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".