Abstract
The authors remedy the shortcomings of multi-dimensional preference scaling by substituting a brief survey of directly rated preferences. Using a methodology given by Bechtel [Journal of Outcome Measurement 4 (2000) 635], this approach estimates “population-averaged” ideal points as negated mean cumulative logits (MCLs). These negated MCLs are commensurate over correlated survey items with varying numbers of response categories. Their usefulness in assessing consumer preferences is illustrated in a national product survey. This applicability extends to any rating scale used to measure a subjective variable in market and opinion research.
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