Simple rating scale formats: exploring extreme response

The usual simple rating scale purports to measure direction (important/unimportant, effective/ineffective, etc.) and intensity (very, somewhat) of attitude or opinion in a single assessment.
  

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...

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