There comes a time when a direct marketing piece catches your eye. I was cleaning out some files recently and came across a white paper that covered one of my favorite topics - the use of the top box as a measure for conveying scale scores. If you are not familiar the top box score is the sum of percentages for the top one, two or three highest points on a purchase intent, satisfaction or awareness scale. By ‘top’ it is assumed to be the most favorable points on the scale (most....

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