The Juster 11-point probability scale

The Juster 11-point probability scale

The Juster scale in its many applications has been found to be superior as a predictive measure of future purchase behaviour compared to other intentions scales. However, the distribution of responses, has been found to affect the predictive accuracy of the scale. Not surprisingly, the greater the variation in responses, the less accurate the predictions.

Studies have shown that purchase probabilities can be over or under estimated by the Juster scale, but on average, it is the most consistent in accurately predicting actual purchase rates.

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