Does one size fit all? The suitability of answer formats for different constructs measured

Sara Dolnicar and Bettina Grün

Australasian marketing journal, 2009, vol. 17, issue 1, 58-64

Abstract: Survey research is used to investigate a variety of different constructs, such as beliefs, behavioural intentions, perceptions, preferences and so on. Despite the wide range of constructs studied by social scientists, the ordinal answer format tends to be used across the majority of survey research studies. We challenge this standard approach in survey research by hypothesizing that the ordinal answer format is not optimal under all circumstances. Instead, we propose that the suitability of answer formats depends on the construct measured.

Keywords: Marketing measurement; Answer formats; Binary; Ordinal; User-friendliness (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:17:y:2009:i:1:p:58-64

DOI: 10.1016/j.ausmj.2009.04.001

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