The effect of rating scales on systematic differences between students and non-students in survey research

Document Type

Conference Proceeding

Publication Date



This research empirically examines how rating scales used in a survey research result in systematic differences between students and non-students. In marketing literature, it is common that researchers rely on the college students as subjects in their academic research. However, consumer researchers have been worried about the generalization problems embedded in the use of samples of college students.

Publication Title

Marketing Management Association 2010 Fall Educators’ Conference Proceedings