search query: @author Albaum, G. / total: 11
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| Author: | Albaum, G. |
| Title: | The Likert scale revisited: An alternate version |
| Journal: | Journal of the Market Research Society
1997 : APR, VOL. 39:2, p. 331-348 |
| Index terms: | SCALING MARKETING RESEARCH |
| Language: | eng |
| Abstract: | This paper examines the effect of alternative scale formats on reporting of intensity of attitudes on Likert scales of agreement. A standard one-stage format and an alternate two-stage format were tested in three separate studies on samples of students in three countries. The two-stage format generated the greatest percentage of extreme-position responses across scales. A test of predictive ability showed that the two-stage format was a better predictor of product preferences. |
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