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| Tekijä: | Weijters, B. Cabooter, E. Schillewaert, N. |
| Otsikko: | The effect of rating scale format on response styles: the number of response categories and response category labels |
| Lehti: | International Journal of Research in Marketing
2010 : SEP, VOL. 27:3, p. 236-247 |
| Asiasana: | consumer research marketing research rating scales response rate |
| Vapaa asiasana: | response styles response categories |
| Kieli: | eng |
| Tiivistelmä: | An important source of data in marketing research are questionnaires using Likert-type rating scales. Drawing from the literature on response (herein as: resp.) styles, this article formulates hypotheses on the effect of the labeling of resp. categories and the number of resp. categories on the net compliance resp. style, extreme resp. style and mis-resp. to reversed items. The hypotheses are tested in an online survey (N=1207) with 8 experimental conditions (as: exp-cnds.) and a follow-up study with 2 exp-cnds. (N=226). There is found evidence of strong effects of scale format on resp. distributions and mis-resp. to reversed items. Recommendations are framed on the choice of a scale format. |
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