Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales

John Dawes

This study examines how using Likert-type scales with either 5-point, 7-point or 10-point format affects the resultant data in terms of mean scores, and measures of dispersion and shape.
  

Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales

John DawesEhrenberg-Bass Institute for Marketing Science, University of South Australia

INTRODUCTION

Rating scales are one of the most widely used tools in marketing research and commercial market research. They are used to capture information on a range of phenomena. In consumer research, respondents may be asked about their attitudes, perceptions or evaluations of products, brands or messages – among many other possibilities. In other marketing research streams, respondents such as managers or marketing personnel may be asked...

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