We all know that people over claim in research – but by how much?
There are several ‘accepted’ approaches to this, recently shared on the ICG’s e-group.
One empirically based formula for interpreting claimed ‘likelihood to buy’ responses to actual purchase from the US weights responses thus:
- Definite intention = factor 0.56
- Very likely or probable intention = factor 0.22
- Possible of fairly likely intention = factor 0.09
There is also a white paper, written by Eric & Larry Risen from BioTrak Research which looks at this issue in detail.