More scales than a fish?
Michael Cramphorn
Swinburne University
Introduction
Measuring people’s feelings can be simply like or dislike – a binary scale; it can be more sensitive, seeking to measure the degree to which something was liked, using some sort of multi-point scaling approach, but, implicitly or explicitly, scales are an inevitable part of the measurement process.
However, using scales is far from straightforward. For example, should a scale be balanced, how many intervals should be included, are the ‘distances’ between them equivalent; does the questionnaire have sufficient interest to sustain quality input (Sudman & Bradburn 1982; Albaum...