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Does one size fit all? The suitability of answer formats for different constructs measured

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  • Dolnicar, Sara
  • Grün, Bettina

Abstract

Survey research is used to investigate a variety of different constructs, such as beliefs, behavioural intentions, perceptions, preferences and so on. Despite the wide range of constructs studied by social scientists, the ordinal answer format tends to be used across the majority of survey research studies. We challenge this standard approach in survey research by hypothesizing that the ordinal answer format is not optimal under all circumstances. Instead, we propose that the suitability of answer formats depends on the construct measured.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:aumajo:v:17:y:2009:i:1:p:58-64
    DOI: 10.1016/j.ausmj.2009.04.001
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    References listed on IDEAS

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    1. Cees Van Der Eijk, 2001. "Measuring Agreement in Ordered Rating Scales," Quality & Quantity: International Journal of Methodology, Springer, vol. 35(3), pages 325-341, August.
    2. Jarl Kampen & Marc Swyngedouw, 2000. "The Ordinal Controversy Revisited," Quality & Quantity: International Journal of Methodology, Springer, vol. 34(1), pages 87-102, February.
    3. J. Ramsay, 1973. "The effect of number of categories in rating scales on precision of estimation of scale values," Psychometrika, Springer;The Psychometric Society, vol. 38(4), pages 513-532, December.
    4. Leisch, Friedrich, 2006. "A toolbox for K-centroids cluster analysis," Computational Statistics & Data Analysis, Elsevier, vol. 51(2), pages 526-544, November.
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    Cited by:

    1. Dolnicar, Sara & Grün, Bettina, 2013. "“Translating” between survey answer formats," Journal of Business Research, Elsevier, vol. 66(9), pages 1298-1306.
    2. de Rezende, Naia A. & de Medeiros, Denise D., 2022. "How rating scales influence responses’ reliability, extreme points, middle point and respondent’s preferences," Journal of Business Research, Elsevier, vol. 138(C), pages 266-274.
    3. Forsman, Helena, 2011. "Innovation capacity and innovation development in small enterprises. A comparison between the manufacturing and service sectors," Research Policy, Elsevier, vol. 40(5), pages 739-750, June.

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