Publication Details

Simintiras, A. & Reynolds, N. (2008). Method variation in calculating perceived change. ANZMAC Conference (pp. 1-7). Australia: Australian and New Zealand Marketing Academy.

Link to publisher version (URL)

ANZMAC Conference


Motivated by findings in the literature suggesting that error attributed to measures used in generating retrospective reports are excessive, this study explores error attributed to methods that individuals use for calculating change retrospectively. Preliminary findings indicate that method variation is present which, in turn, affects the reported change scores (i.e., the scores varied as a function of the calculation method used). These findings suggest that the accuracy and comparability of retrospective reporting might be improved if one controls for inter-individual calculation method variation. A brief discussion of the implications of the results along with suggestions for future research is provided.

Included in

Business Commons