The effect of rating scale format on response styles: The number of response categories and response category labels
AbstractQuestionnaires using Likert-type rating scales are an important source of data in marketing research. Researchers use different rating scale formats with varying number of response categories and varying label formats (e.g., seven point rating scales labeled at the endpoints, fully labeled five point scales…), but have few guidelines when selecting a specific format. Drawing from the response style literature, we formulate hypotheses on the effect of the labeling of response categories and the number of response categories on net acquiescence response style, extreme response style and misresponse to reversed items. We test the hypotheses in an online survey (N=1207) with eight experimental conditions and a follow-up study with two experimental conditions (N = 226). We find evidence of strong effects of scale format on response distributions and misresponse to reversed items and formulate recommendations on scale format choice
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Bibliographic InfoPaper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 10/636.
Length: 60 pages
Date of creation: Jan 2010
Date of revision:
Other versions of this item:
- Weijters, B. & Cabooter, E. & Schillewaert, N., 2010. "The effect of rating scale format on response styles: the number of response categories and response category labels," Vlerick Leuven Gent Management School Working Paper Series 2010-07, Vlerick Leuven Gent Management School.
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- Kayser, Maike & Nitzko, Sina & Spiller, Achim, 2013. "Analysis of Differences in Meat Consumption Patterns," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 16(2).
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