Viewpoint – Correspondence regarding 'The choice between a five-point and a ten-point scale in the framework of customer satisfaction research', by Pedro S. Coelho and Susana P. Esteves
Letter from James Rothman 17 May 2007
James RothmanJames Rothman Economic and Marketing Research
Pedro Coelho and Susana Esteves are to be congratulated on investigating the important question of the effects produced by differences in scale length.1
One of the reasons the authors give for arguing in favour of a scale with an even number of items is that it produces fewer responses in the central positions. However...