Generalizing the Rasch Model for Consumer Rating Scales

Citation
G. Bechtel, Gordon, Generalizing the Rasch Model for Consumer Rating Scales, Marketing science , 4(1), 1985, pp. 62-73
Journal title
ISSN journal
07322399
Volume
4
Issue
1
Year of publication
1985
Pages
62 - 73
Database
ACNP
SICI code
Abstract
A 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 preference, sweetness, and fizziness.