THE INFLUENCE OF PROTOTYPIC VALUES ON THE VALIDITY OF STUDIES USING TIME ESTIMATES

Authors
HORNIK J CHERIAN J ZAKAY D
Citation
J. Hornik et al., THE INFLUENCE OF PROTOTYPIC VALUES ON THE VALIDITY OF STUDIES USING TIME ESTIMATES, Journal of the Market Research Society, 36(2), 1994, pp. 145-147
Citations number
3
Categorie Soggetti
Business
Journal title
Journal of the Market Research Society → ACNP
ISSN journal
00253618
Volume
36
Issue
2
Year of publication
1994
Pages
145 - 147
Database
ISI
SICI code
0025-3618(1994)36:2<145:TIOPVO>2.0.ZU;2-N
Abstract
Surveys that use self-reports of time-based activities might suffer fr om a response tendency to round values. Evidence presented in this pap er shows that temporal reports contain a rounding bias, which means th at prototypic decimal digits such as 0 and 5 are overused. This bias i s especially severe for larger values, for hurried data collection met hods and retrospective reports.