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Scale format effects on response option interpretation and use

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  • Cabooter, Elke
  • Weijters, Bert
  • Geuens, Maggie
  • Vermeir, Iris

Abstract

When designing questionnaires, researchers often use different scale formats, which vary on the dimensions polarity (unipolar versus bipolar endpoint labels) and the numbering of the response options (e.g., only positive numbers versus positive and negative numbers). This study uses survey experiments and cognitive interviews, to test specific hypotheses regarding how scale formats' polarity and their numbering might affect (1) observed response distributions and (2) the meaning of response options. In line with our theoretical predictions, the results unveil consistent differences in the interpretation and use of the scale formats as a function of their polarity and numbering. Therefore, alternative formats cannot be used interchangeably as the scale formats are differently interpreted and used. In addition, researchers need to choose scale formats and interpret scale responses in accordance with respondents' interpretations.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:7:p:2574-2584
    DOI: 10.1016/j.jbusres.2015.10.138
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    References listed on IDEAS

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    Cited by:

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    2. Weijters, Bert & Millet, Kobe & Cabooter, Elke, 2021. "Extremity in horizontal and vertical Likert scale format responses. Some evidence on how visual distance between response categories influences extreme responding," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 85-103.
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    5. 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.
    6. Weijters, Bert & Baumgartner, Hans & Geuens, Maggie, 2016. "The calibrated sigma method: An efficient remedy for between-group differences in response category use on Likert scales," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 944-960.

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