The Likert scale revisited: an alternate version

Article Abstract:

An investigation of the effect of alternative scale formats on intensity of attitudes report based on the Likert scales of agreement was conducted. The study utilized both a one-stage format and a two-stage alternate format in three separate experiments on sample population of college students from three different nations. The two-stage format, which generated the greatest amount of extreme-position response, was determined to be a better gauge of product preferences.

Consumer Behavior, Consumer preferences, Motivation research (Marketing)

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The power of ethnography

Article Abstract:

Case studies were conducted to examine the theoretical perspectives underlying ethnography. Ethnographic methods were revealed to be an effective way of cultivating a highly detailed understanding of consumer choice and behavior. The transition back to ethnography from focus group studies was caused by the limitations plaguing traditional qualitative and survey research methods. Ethnographic methods should be complimented by detailed observation to be effective.

Ethnology, Cultural anthropology

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The influence of positive and negative wording and issue involvement on responses to Likert scales in marketing research

Article Abstract:

Marketing researchers should use a balanced set of positively and negatively worded questions or statements in their Likert-type questionnaires when dealing with low involvement issues. Persons under low involvement conditions tend to agree more with positively worded statements than with negative bias. This implies that positive messages and positively worded statements are more persuasive in attitude formation.

Analysis, Attitudes, Questionnaires, Attitude (Psychology)

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