Obtaining Purchase Probabilities via a Web Based Survey: The Juster Scale and the Verbal Probability Scale

The purpose of this research note is to report the findings of a study that compared two purchase probability scales in a Web based survey: a pull-down form of the Juster Scale, and a written version of the Verbal Probability Scale. Although the response rate to the survey was rather low, limiting the conclusions that can be drawn from the experiments, the results do identify important issues regarding the use of these scales in Web surveys.