2012
DOI: 10.1007/s11135-012-9695-2
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On the optimal number of scale points in graded paired comparisons

Abstract: In market research, it is common practice to measure individuals' brand or product preference through graded paired comparisons (GPCs). One important decision concerns the (odd) number of scale points (e.g., five, seven, nine, or eleven) that has to be assigned to either brands or products in each pair. Using data from an experiment with 122 students, we assessed the extent to which GPCs with a higher number of scale points (requiring more cognitive effort) really outperform GPCs with a smaller number of scale… Show more

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Cited by 10 publications
(10 citation statements)
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“…Compared to other survey methods, constant sum scale methods hold the advantage that the respondents are “forced” to make mindful scoring among categories since the total score is fixed, thus allowing the extent of discrimination among attributes to be analyzed statistically . Typically, the scale has odd-numbered points, for instance, 3, 5, 7, or 11. , Though more points can better capture the level of preferences and fine discrimination among categories, the observers may be burdened by mental computation if the number of categories is large, which then may cause fatigue and imprecision.…”
Section: Methodsmentioning
confidence: 99%
“…Compared to other survey methods, constant sum scale methods hold the advantage that the respondents are “forced” to make mindful scoring among categories since the total score is fixed, thus allowing the extent of discrimination among attributes to be analyzed statistically . Typically, the scale has odd-numbered points, for instance, 3, 5, 7, or 11. , Though more points can better capture the level of preferences and fine discrimination among categories, the observers may be burdened by mental computation if the number of categories is large, which then may cause fatigue and imprecision.…”
Section: Methodsmentioning
confidence: 99%
“…seven-point scale rather than a five-point scale, providing numbers for every option on the scale (1 to 7), and not using negative numbers or color (De Beuckelaer et al, 2012;Toepoel and Dillman, 2012). Attribute data collected during the questionnaire included the occupation of respondents and the names of structures they were responsible for managing.…”
Section: Final Comments Openmentioning
confidence: 99%
“…It helps to reveal the optimal number of response categories that could be used to gauge the behaviour of interest. It is now clear that the number of response categories is related to important scale qualities and statistical outcomes (Alwin, 1997; Beuckelaer, Toonen, & Davidov, 2013; Dawes, 2008; Lozano, Garcia-Cueto, & Muñiz, 2008; Maydeu-Olivares, Kramp, García-Forero, Gallardo-Pujol, & Coffman, 2009; Revilla, Saris, & Krosnick, 2014), such as reliability (Preston & Colman, 2000; Weng, 2004). Furthermore, groups have been shown to differ on scale outcomes as a result of the number of response categories (Hui & Triandis, 1989; Weijters et al, 2010), and except for when such group differences are ruled out, it may be difficult to conclude that established group differences reflect actual differences on the construct of interest (Weijters et al, 2010).…”
Section: A Historical Perspective On the Development Of The I-panas-sfmentioning
confidence: 99%