Recipient of the 2013 Charles B. Dudley Award
Rothman Lori, Parker Merry
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This new ASTM manual is a comprehensive guide on the use of JAR scales in consumer testing, including their application, construction, analysis, and interpretation. It also identifies the risks associated with the use of JAR scales and ways to reduce those risks.
JAR scales measure levels of a product's attribute relative to a respondent's theoretical ideal level. These scales have an anchored midpoint of "just-about-right" or "just right", and endpoints anchored to represent intensity levels of the attributes that are higher and lower than ideal.
Manual 63 also includes numerous case studies for the analysis of JAR scale data and alternatives to JAR scales.
This is a "must have" reference for professionals who use JAR scales when conducting consumer research.