Simple rating scale formats: exploring extreme response
Article Abstract:
Direction and intensity components in simple rating scales may cause form-related biases such as central tendency error. Using a traditional and an alternative two-stage approach, response tendencies in simple rating scales were analyzed, and with both approaches the performance of a major charitable institution in the US was assessed. It was found that the greatest percentage of extreme position responses across scales was generated by the two-stage format of simple rating scales, and suggests that one stage format is possibly subject to a central tendency form-related error.
Publication Name: International Journal of Market Research
Subject: Business, international
ISSN: 1470-7853
Year: 2007
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Correspondence regarding ' The choice between a five-point and a ten-point scale in the framework of customer satisfaction research', by Pedro S. Coelho and Susana P. Esteves
Article Abstract:
In reaction to the research by Pedro S. Coelho and Susan P. Esteves, James Rothman says that it would have been useful if the research provided examples of the distribution scores over the scales, and that if the wording of the questions asked were shown. In response to Rothman, Coelho and Esteves provided examples of frequency distributions taken from the five- and ten-point scales that they discussed in their study.
Publication Name: International Journal of Market Research
Subject: Business, international
ISSN: 1470-7853
Year: 2007
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The choice between a five-point and a ten-point scale in the framework of customer satisfaction measurement
Article Abstract:
The efficacy of human response scales in assessing customer satisfaction during market research is presented.
Publication Name: International Journal of Market Research
Subject: Business, international
ISSN: 1470-7853
Year: 2007
User Contributions:
Comment about this article or add new information about this topic:
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