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

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

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