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Choosing response scale labels and length: guidance for researchers and clients

Darbyshire, Penny and McDonald, Heath 2004, Choosing response scale labels and length: guidance for researchers and clients, Australasian journal of market research, vol. 12, no. 2, pp. 17-26.

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Title Choosing response scale labels and length: guidance for researchers and clients
Author(s) Darbyshire, Penny
McDonald, Heath
Journal name Australasian journal of market research
Volume number 12
Issue number 2
Start page 17
End page 26
Publisher Australian Market & Social Research Society
Place of publication North Sydney, N.S.W.
Publication date 2004-11
ISSN 1325-4634
Summary There has been much debate over the optimal format for scales, particularly in regard to two key issues - the labelling of points and the overall length of response scales. This paper reviews the evidence regarding the advantages of different scale types and lengths, and provides guidance as to what scale types suit different research objectives. Using a direct comparison of 400 responses on 5-point and 11 -point scales to the same question, by the same people, we examine some of the important differences previously found and then illustrate the impact they have on data quality and useability. Our conclusion, based on past research and our own analysis, is that longer, balanced and unlabelled scales offer the maximum flexibility and reliability in the majority of cases.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2004 Australian Market & Social Research Society
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006485

Document type: Journal Article
Collections: Deakin Graduate School of Business
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