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“Translating” between survey answer formats

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  • Dolnicar, Sara
  • Grün, Bettina

Abstract

Survey research remains the most popular source of market knowledge, yet researchers have not yet established one consistent technique for measuring responses. Some market research companies offer respondents two answer options; others five or seven. Some answer formats use middle points on the answer scales, others do not. Some formats verbalize all answer options, some only the endpoints. The wide variety of answer formats that market research companies and academic researchers use makes comparing results across studies virtually impossible. This study offers guidance for market researchers by presenting empirical translations for the answer formats they most commonly use, thus enabling easier comparisons of results.

Suggested Citation

  • Dolnicar, Sara & Grün, Bettina, 2013. "“Translating” between survey answer formats," Journal of Business Research, Elsevier, vol. 66(9), pages 1298-1306.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1298-1306
    DOI: 10.1016/j.jbusres.2012.02.029
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    References listed on IDEAS

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    1. Dolnicar, Sara & Grün, Bettina, 2009. "Does one size fit all? The suitability of answer formats for different constructs measured," Australasian marketing journal, Elsevier, vol. 17(1), pages 58-64.
    2. John R. Rossiter, 2011. "Measurement for the Social Sciences," Springer Books, Springer, number 978-1-4419-7158-6, November.
    3. Gilles Laurent & Cam Rungie & Fransesca Dall'Olmo Riley & Donald G. Morrison & Tirthankar Roy, 2005. "Measuring and modeling the (limited) reliability of free choice attitude questions," Post-Print hal-00818684, HAL.
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    3. Cabooter, Elke & Weijters, Bert & Geuens, Maggie & Vermeir, Iris, 2016. "Scale format effects on response option interpretation and use," Journal of Business Research, Elsevier, vol. 69(7), pages 2574-2584.
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