What is it about?
Discussed the dangers of survey data being biased by respondents using answer scales in systematically different ways.
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Why is it important?
To understand something, you must be able to measure it validly. If you do not, results are wrong at best and misleading at worst.
Perspectives
The area of measurement in the social sciences is close to my heart. If we do not measure properly the things we want to understand, we can never learn anything about them at all.
Professor Sara Dolnicar
University of Queensland
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This page is a summary of: Are We Drawing the Right Conclusions? The Dangers of Answer Format Effects in Empirical Tourism Research, Tourism Analysis, October 2006, Cognizant Communication Corporation,
DOI: 10.3727/108354206778689817.
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