Questioning techniques: Scales

 

The practical value of the NPS (Net Promoter Score) customer loyalty metric has been hotly debated. The NPS is based on a single question - 'would you recommend X to a friend or colleague' - on a scal ...

This paper outlines the results of a quantitative study using a split sample design to demonstrate increased respondent engagement and better data quality from Fusion surveys (online surveys incorpora ...

This paper reviews a number of studies that have examined visual, interactive tasks in online surveys in comparison to other verbal, and less interactive, alternatives. In many cases, while the respon ...

The usual simple rating scale purports to measure direction (important/unimportant, effective/ineffective, etc.) and intensity (very, somewhat) of attitude or opinion in a single assessment. Thus, dir ...

This Viewpoint article comprises an exchange of correspondence between James Rothman, a former editor of IJMR, and Pedro S. Coelho and Susana P. Esteves, New University of Lisbon, in response to their ...

In marketing research, and particularly in the context of customer satisfaction measurement, we often try to measure attitudes and human perceptions. This raises a number of questions regarding approp ...

The purpose of this study was to determine differences in extreme response to rating scales between cultures/nations in a measure of corporate reputation. Separate surveys examined differences in resp ...

This paper reports on a web-based commercial customer satisfaction study consisting of 1284 respondents, which measured stated attribute importance using six different methods (importance ratings, con ...

This study compared rating, ranking and ‘pick-any’ measures of brand image associations. The pick-any technique is a free response measure, where respondents are given an attribute as a cue and asked ...

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret. Can it live up to these promises, or is it ac ...

Since the publication of Churchill’s (1979) paper in which he proposed a ‘paradigm’ for the construction of multi-item scales, scholars have developed a considerable number of such scales designed to ...

The paper describes briefly how respondent different scale usage may affect the analysis of results derived from discrete scales such as those commonly used in marketing research. Those effects are es ...

In this rapidly globalising world economy, cross-cultural research and knowledge about how consumers in different countries perceive television advertising is particularly relevant and important. If c ...

This article reports on a study into how respondents are asked to grade their preferences in Web-based surveys and questionnaires. In particular, it examines whether presenting options (such as stongl ...

Despite continuing advances in statistical methods, problems in scalar measures persist. This paper reports the findings on a review of marketing scale batteries developed since the publication of Chu ...

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 tes ...

Reviews the methods used to determine how a brand is positioned within a category and measure the effectiveness of this positioning. The study emphasises the limitations of current methods, and recomm ...

This paper, which won the MRS Gold Medal in 1964, proposes a method of developing a scale measuring individuals' propensities to buy a brand. The theoretical shape of this scale is first discussed. Pr ...

The paper suggests that today’s pressures can compel researchers to conduct research using traditional methodologies and approaches, without assessing other factors and more recent changes. In particu ...

The authors propose extensions to the current scale development paradigm, including by a model which separates stable and transient sources of variation, and by an exploration of whether error affects ...

The article compares maximum difference scaling against monadic ratings and paired comparisons. The approach is flexible enough to be used with paper questionnaires and computerised interviewing progr ...

The article reports the development and validation of a parsimonious, generalizable scale that measures the hedonic and utilitarian dimensions of consumer attitudes towards product categories, and bra ...

A discussion of scaling in the context of various papers on the topic published elsewhere in Vol 15, No 3 of Marketing Research. The debate on the properties of the optimal scale for measuring custome ...

A discussion of papers on scaling published elsewhere in Vol 15, No 3 of Marketing Research. Suggests, amongst other things, that although the number of points on a scale is important, the way it is a ...

In comparing two customer satisfaction measurement systems, the authors favour a system with a 10-point scale for overall satisfaction and a 2-point scales for individual items over a system of five-p ...

The paper suggests that interpreting findings from surveys that use ‘expectation’ and/or ‘requirements’ scales demonstrate how their use can be problematic. It further suggests that when measuring pro ...

The paper explores scale formats and (i) which categories are positive indicators of performance and (ii) whether can responses be interpreted to drive quality improvement. The authors address these q ...

The authors present a model for analysing brand ratings that provides insights for understanding the sources of brand equity, and that will help marketing managers disentangle brand-specific associati ...

The paper explores the effect of a form of question context on responses to computer-based surveys. An experiment is described using a multi-item scale consisting of five dimensions and three manipula ...

Response styles are a source of contamination in questionnaire ratings. The authors examine five forms of response (acquiescence and disacquiescence, extreme, midpoint and noncontingent). Using data f ...