Abstract for: On Reference Modes: Lessons from Quantifying Intangibles from Survey Data

In this work-in-progress study, we address the difficulty of eliciting reference modes of an intangible from stakeholders using survey data. As seen in the literature and in our analysis, there are misperceptions that result in erroneous or inconsistent answers of behavior over time. We aim to develop a systematic method to aid researchers in designing a survey or interview to quantify intangibles in order to create and validate reference modes.