Binary choice vs ratings scales: a behavioural science perspective
Chris Harvey
Introduction
The problems with ratings scales have been well documented. The best known of these are the impact of acquiescence bias (‘yea saying’), the issues of ‘flatliners’ and midpoint bias, and the fact that scales may be interpreted differently across survey respondents. Other criticisms include the bias caused by indirectly telling respondents what the ‘norm’ is through the answer options provided, and a lack of stability within an individual’s responses over time.
System 1 and consumer decision making
One of the areas researchers are asked about regularly is consumer...