Simple rating scale formats: exploring extreme response
Gerald Albaum and Catherine RosterUniversity of New Mexico
Julie H. YuThe Chinese University of Hong Kong
Robert D. RogersThe University of Texas at Arlington
INTRODUCTION
Rating measurement methods represent one of the most popular and easily applied data-collection methods in marketing and social science research. These methods use rating scales, which are a type of closed-end question whose response alternatives are graduated or organised to measure a continuous construct such as an attitude, opinion, intention, perception or preference (Peterson 2000, p. 61). Rating scales come in...