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Response formats in questionnaires: Itemized rating scales versus continuous rating scales

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  • Lange, Fredrik

    (Dept. of Business Administration, Stockholm School of Economics)

  • Söderlund, Magnus

    (Dept. of Business Administration, Stockholm School of Economics)

Abstract

This paper presents the results of an experimental study comparing itemized rating scales and continuous rating scales. Three dimensions, and one particular construct (brand attitude) served as the basis of the comparisons of multi-item applications of the two response formats: reliability levels in terms of Cronbach's alpha, variable means, and correlations with an external variable (intentions). The findings indicate that the two repsonse formats did not have any substantial effects; it does not seem to matter if the researcher selcets an itemized response format or a continuous response format.

Suggested Citation

  • Lange, Fredrik & Söderlund, Magnus, 2004. "Response formats in questionnaires: Itemized rating scales versus continuous rating scales," SSE/EFI Working Paper Series in Business Administration 2004:13, Stockholm School of Economics.
    • Handle: RePEc:hhb:hastba:2004_013
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    References listed on IDEAS

    as
    1. Duane Alwin, 1989. "Problems in the estimation and interpretation of the reliability of survey data," Quality & Quantity: International Journal of Methodology, Springer, vol. 23(3), pages 277-331, September.
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