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Measuring Misinformation in Repeat Trial Pick 1 of 2 Tests

Published online by Cambridge University Press:  01 January 2025

Pamela W. Henderson  and
Bruce Buchanan
Pamela W. Henderson
Affiliation:
Washington State University
Bruce Buchanan*
Affiliation:
Department of Marketing, New York University
*
Requests for reprints should be sent to Bruce Buchanan, Department of Marketing, New York University, Room 8-82, Management Education Center, New York, NY 10003.
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Abstract

An extension is described to a product testing model to account for misinformation among subjects. A misinformed subject is one who associates the taste of product A with product B and vice-versa; thus, the subject would tend to perform incorrectly on pick 1 of 2 tests. A likelihood ratio test for the presence of misinformation is described. The model is applied to a data set, and misinformation is found to exist. Biases due to model misspecificationand other implications for product testing are discussed.

Keywords

product testingmisinformationrandom guessingBayesian true scores
Type
Notes And Comments
Information
Psychometrika , Volume 57 , Issue 4 , December 1992 , pp. 615 - 619
Copyright
Copyright © 1992 The Psychometric Society

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Footnotes

The first author is currently on leave from Carnegie Mellon University.

References

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