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Note—Sampling Properties of Rate Questions with Implications for Survey Research

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  • Bruce Buchanan

    (New York University)

  • Donald G. Morrison

    (Columbia University)

Abstract

Frequency questions (“How many times did you do X in the last month?”) are often used to measure respondents' behavior rates. Under suitable assumptions, frequency data can be analyzed in the context of the Negative Binomial Distribution model. Recency questions (“How long ago did you last do X?”) can also be used to assess usage rates, but have not been studied as much. In this study we compare the reliability and statistical efficiency of frequency and recency questions. We show that the relative performance of these two formats can be summarized succinctly. Validity issues are also considered. Our findings suggest that recency questions tend to perform better for low usage, low salience events.

Suggested Citation

  • Bruce Buchanan & Donald G. Morrison, 1987. "Note—Sampling Properties of Rate Questions with Implications for Survey Research," Marketing Science, INFORMS, vol. 6(3), pages 286-298.
    • Handle: RePEc:inm:ormksc:v:6:y:1987:i:3:p:286-298
    DOI: 10.1287/mksc.6.3.286
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    Cited by:

    1. Daniel McFadden & Albert Bemmaor & Francis Caro & Jeff Dominitz & Byung-Hill Jun & Arthur Lewbel & Rosa Matzkin & Francesca Molinari & Norbert Schwarz & Robert Willis & Joachim Winter, 2005. "Statistical Analysis of Choice Experiments and Surveys," Marketing Letters, Springer, vol. 16(3), pages 183-196, December.

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