Are Three-Point Scales Always Good Enough?

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Benson

Purnell H.

“How Many Scales and How Many Categories Shall We Use in Consumer Research?—A Comment,” Journal of Marketing, 35 (October 1971), 59–61.

Farley

John U.

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Paul E.

and Rao

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John A.

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James

and Lehmann

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and Matell

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Lehmann

Donald R.

“Television Show Preference: Application of Choice Model,” Journal of Marketing Research, 8 (February 1971), 47–55.