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Three-Point Likert Scales Are Good Enough Jacob Jacoby and Michael S. Matell 495 Personality and Performance-Satisfaction of Industrial Salesmen Henry O. Pruden and Robert A. Peterson 501 Shopping Orientations and Product Usage Rates William R. Darden and Fred D. Reynolds 505 Comments on Exploratory Analysis of Marketing Trees vs. Regression Douglas C. Crocker 509 Exploratory Analysis of Marketing Data: A Reply J. Scott Armstrong 511 Dissonance Reduction or Artifact? Sadaomi Oshikawa 514 Dissonance Reduction or Artifact? A Reply Jagdish N. Sheth 516 Comments on Fitting Parameters to Complex Models by Direct Search R. R. Meyer and M. H. Rothkopf 518 Fitting Parameters by Direct Search: A Reply Theodore A. Van Wormer and Doyle L. Weiss 519
Jacoby et al. (Mon,) studied this question.