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Selection of Item-Type and Answer Scale

In: Measurement for the Social Sciences

Author

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  • John R. Rossiter

    (Institute for Innovation in Business and Social Research, University of Wollongong)

Abstract

The sheep-like fraternity of social-science researchers is apparently under the impression that all item types are created equal. Social-science researchers seem to believe they are at complete liberty to choose what type of item to use to operationalize the measure. This laissez-faire state of affairs is evidenced by researchers’ arbitrary and unjustified selection of Likert measures (most popular), Semantic Differential measures (second most popular), and Unipolar measures (occasionally) to represent almost any construct. They couldn’t be more wrong about item types all being equal and interchangeable.

Suggested Citation

  • John R. Rossiter, 2011. "Selection of Item-Type and Answer Scale," Springer Books, in: Measurement for the Social Sciences, chapter 0, pages 73-101, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4419-7158-6_6
    DOI: 10.1007/978-1-4419-7158-6_6
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