Assessing response format effects on the scaling on marketing stimuli

Ling Peng and Adam Finn

Multi-item rating scales are the accepted solution for achieving reliable and valid measures in the social sciences.

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...

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