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Effects of Scale Direction on Response Style of Ordinal Rating Scales

Author

Listed:
  • Liu Mingnan

    (SurveyMonkey, 101 Lytton Avenue, Palo Alto, CA 94301, United States of America)

  • Keusch Florian

    (University of Mannheim, 68131 Mannheim, Germany)

Abstract

Although ordinal rating scales have received much research attention in survey methodology literature, the direction of the rating scales has not been as extensively studied as other design features. Research on scale direction effect has mainly focused on the influence on response distribution, while largely overlooking its impact on latent constructs. This study examines the scale direction effect on extreme and acquiescent response style latent class variables in an experiment embedded in a national probability sample. We found a higher level of acquiescent response style from scales starting with positive adjective words using a web survey. No significant effect of scale direction was detected on extreme response style or in a face-to-face survey (with show cards). This study also demonstrates that scale direction does not affect the substance latent class variables, once the response style latent class variables are included in the model. Implications of these findings and future research directions are discussed.

Suggested Citation

  • Liu Mingnan & Keusch Florian, 2017. "Effects of Scale Direction on Response Style of Ordinal Rating Scales," Journal of Official Statistics, Sciendo, vol. 33(1), pages 137-154, March.
    • Handle: RePEc:vrs:offsta:v:33:y:2017:i:1:p:137-154:n:8
    DOI: 10.1515/jos-2017-0008
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    References listed on IDEAS

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    1. Guy Moors, 2003. "Diagnosing Response Style Behavior by Means of a Latent-Class Factor Approach. Socio-Demographic Correlates of Gender Role Attitudes and Perceptions of Ethnic Discrimination Reexamined," Quality & Quantity: International Journal of Methodology, Springer, vol. 37(3), pages 277-302, August.
    2. Guy Moors, 2008. "Exploring the effect of a middle response category on response style in attitude measurement," Quality & Quantity: International Journal of Methodology, Springer, vol. 42(6), pages 779-794, December.
    3. Natalia Kieruj & Guy Moors, 2013. "Response style behavior: question format dependent or personal style?," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(1), pages 193-211, January.
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