Generalizing the Rasch Model for Consumer Rating Scales
AbstractA probabilistic Rasch model is advocated for brand-attribute measurements which replace ubiquitous mean ratings. The usefulness of this model is then extended by showing that distinct latent processes, one extreme value and the other logistic, imply common probability structures for both its classical form and the generalization developed here. If given data reject the classical structure, an extended analysis is carried out in which logistic coefficients are estimated for the general model. These values are then used in a generalized-least-squares (GLS) procedure for estimating and testing the brand-attribute locations. An illustrative multiattribute analysis is given in which logistic coefficients and locations are found for 16 soft drinks on the continua of , and .
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Bibliographic InfoArticle provided by INFORMS in its journal Marketing Science.
Volume (Year): 4 (1985)
Issue (Month): 1 ()
latent distribution; item location; category boundary; logistic coefficient;
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- Gordon Bechtel & Chezy Ofir, 1988. "Aggregate item response analysis," Psychometrika, Springer, vol. 53(1), pages 93-107, March.
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