Measuring Consumer Attitudes toward the Marketplace with Tailored Interviews
展示了如何用项目反应理论以低成本测量消费者态度，通过只问每个受访者最相关的量表项目，用少量题目获得态度估计，并讨论了成本节约的潜力。
The authors demonstrate how item response theory can be applied for cost effective measurement of consumer attitudes with multi-item scales. The measurement technique they discuss and illustrate is tailored to each respondent so that each is asked only the scale items most informative of his or her attitude level. This approach yields attitude estimates from only a fraction of the total number of items in the attitude scale, with a measurable and controllable increase in the standard error of measurement. Potential cost-saving implications are discussed.