The choice between a five-point and a ten-point scale in the framework of customer satisfaction measurement

In marketing research, and particularly in the context of customer satisfaction measurement, we often try to measure attitudes and human perceptions.
  

The choice between a five-point and a ten-point scale in the framework of customer satisfaction measurement

Pedro S. Coelho and Susana P. EstevesNew University of Lisbon

INTRODUCTION

In marketing research, and particularly in the framework of customer satisfaction measurement, we often try to measure attitudes and human perceptions. This task raises a number of questions regarding questionnaire design and particularly about the appropriate response scales to use. Among the usual decisions is the choice between a verbal or numerical scale, along with the number of response alternatives.

In fact, in recent years some discussion has...

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