() and Magnus Söderlund
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.
16 pages, October 27, 2004
Full text files
hastba2004_013.pdf Full text
Questions (including download problems) about the papers in this series should be directed to Helena Lundin ()
Report other problems with accessing this service to Sune Karlsson ().
This page generated on 2018-03-27 10:27:32.