Assessing the response format effects on the scaling of marketing stimuli
Ling Peng
Lingnan University
Adam Finn
University of Alberta
Introduction
Itemised rating scales are the most widely used measuring instruments in marketing, where multi-item scales are the recommended solution for achieving reliable and valid measures (Bassi 2011). Such scales not only require valid item content (Rossiter 2002), they require a decision on an appropriate response format. What is the optimal number of response categories? Should one use semantic rating or Likert items? Should one use a forced-choice or check-all-that-apply format? Should one mix positively and negatively expressed items? There...