The advent and increasing popularity of smartphones open up new approaches to study people and collect primary data. While market researchers are working to develop appropriate methods for collecting
In questionnaires, items can be presented in a randomized format (items from one scale are mixed with items from other scales) or in a grouped format (same-scale items are presented in the same
Abstract: The paper is devoted to the usage of constant sum scale in marketing research. These scales are popular in attitude and preference modeling. They belong to the broader group of ipsative and
Although the order of survey questions as a bias on survey results has gained considerable attention, there appears to have been little interest in the effects of the order of stimuli presentation.
Effective communication of messages is integral to achieve social changes. Commonly used tools are mass media but they are expensive. Within the marketing literature there is movement towards service