Principles of Survey Research
Chapters
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Chapter 1: Introduction
Chapter 2: Survey: Measurement and Scaling
Chapter 3: Questionnaire
Chapter 4: Sampling
Chapter 5: Data Analysis: A Concise Overview of Statistical Techniques
Chapter 6: Advanced Techniques of Market Analysis
Chapter 7: Reporting Results
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Slide 63
Chapter 2 · Survey: Measurement and Scaling · Slide 63/274
How Much to Label? — Four Variants
The same question: "How likely are you to buy Product A again?"
2.3 · Construction of Rating Scales
Labeling the Scale Points · Variants
How Much to Label? — Four Variants
The same question:
"How likely are you to buy Product A again?"
All points labeled
maximum guidance
Very unlikely
Somewhat unlikely
Neither
Somewhat likely
Very likely
Numbers only
minimal labeling
1
2
3
4
5
Only poles labeled
endpoints named
Very unlikely
Very likely
Poles + numbers
endpoints named, steps numbered
1
Very unlikely
2
3
4
5
Very likely
QUESTIONSTAR · Dr. Paul Marx
63 / 274
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Peaked vs. Flat Response Distribution
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