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Please use this identifier to cite or link to this item:
http://hdl.handle.net/1783.1/896
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| Title: | Report of extreme positions using Likert scales |
| Authors: | Albaum, Gerald |
| Keywords: | Extreme positions
Likert scales
Product preferences |
| Issue Date: | May-1996 |
| Series/Report no.: | Marketing Working Paper Series ; MKTG 96.069 |
| Abstract: | This study examined the effect of alternative scale formats on reporting of intensity of attitudes on Likert scales of agreement. A standard one-stage format and an alternate two-stage format were tested in three separate studies on samples of university students in three countries. In general, the two-stage format generated the greatest percentage of extreme-position (i.e., most intense) responses across scales. A test of predictive ability showed that the two-stage format was a better predictor of product preferences. |
| URI: | http://hdl.handle.net/1783.1/896 |
| Appears in Collections: | MARK Working Papers
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Files in This Item:
| File |
Description |
Size | Format |
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| mktg96069.pdf | | 1978Kb | Adobe PDF | View/Open |
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