TITLE

DO MARS AND VENUS SIGNIFICANTLY AFFECT RATING SCALES IN MARKET RESEARCH?

AUTHOR(S)
Schnurr, Norman V.; Klentzin, Jacqueline C.
PUB. DATE
April 2014
SOURCE
Asia Pacific Journal of Medical Toxicology;Spring2014, Vol. 26 Issue 1, p97
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Are men really from Mars and women really from Venus (Gray, 1992) when it comes to marketing evaluations scales? In other words, is there a significant difference in the way men and women answer rating scale questions? Market researchers often segment and report evaluative studies by gender as if comparing "apples to apples." However, if it is true that men and women approach the same rating scale from radically different perspectives and their aggregate differences in rating scores is pervasive, conclusions in findings may, therefore, be misleading. This study first examines what has been published on the subject. Then eighteen existing studies that used scaling responses and segmented results by gender were analyzed. What follows are the results to determine if one gender consistently evaluates and rates products and services more positively than the other, thus testing a Mars and Venus effect.
ACCESSION #
94754933

 

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