Scandinavian Working Papers in Business Administration

SSE/EFI Working Paper Series in Business Administration,
Stockholm School of Economics

No 2004:13: Response formats in questionnaires: Itemized rating scales versus continuous rating scales

Fredrik Lange () and Magnus Söderlund ()
Additional contact information
Fredrik Lange: Dept. of Business Administration, Stockholm School of Economics, Postal: Stockholm School of Economics, P.O. Box 6501, SE-113 83 Stockholm, Sweden
Magnus Söderlund: Dept. of Business Administration, Stockholm School of Economics, Postal: Stockholm School of Economics, P.O. Box 6501, SE-113 83 Stockholm, Sweden

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

16 pages, October 27, 2004

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