SSE/EFI Working Paper Series in Business Administration
Response formats in questionnaires: Itemized rating scales versus continuous rating scales
() and Magnus Söderlund
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.
Keywords: itemized rating scale; continuous rating scale; Likert scale; semantic differential scale; response format; item leaf; response format effects; brand attitude; (follow links to similar papers)
16 pages, October 27, 2004
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