What is the optimal number of response alternatives for rating scales? From an information processing perspective

Chen, Xinxin; Yu, Hongyan; Yu, F. Richard

doi:10.1057/jma.2015.4

Cited by 32 publications

(19 citation statements)

References 23 publications

(30 reference statements)

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“…In all cases, the items (see Appendix A) were measured with five-point Likert-type scales, ranging from 1 (strongly disagree) to 5 (strongly agreeing). We have used 5-point Likert scales based on the evidence provided by empirical research, in the sense that these scales require the shortest reaction time, compared to 7-point scales, and when considering the data showing potential acquiescence bias and extreme response bias, five is the optimal number of anchors [84]. Additionally, in order to characterize the sample obtained, a series of classification questions was included.…”

Section: Methodsmentioning

confidence: 99%

Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets

2020

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The present paper analyzed the influence of ethically minded consumer behavior on retailer’s commitment to sustainable development as perceived by the consumer, and their contribution to the chain of relationships “store equity–loyalty–word of mouth communication”, in the context of retailing. Responses from 317 hypermarket customers in Ecuador were analyzed. The model was estimated using the partial least squares technique. The results show the sustainable development actions implemented by retailers, together with perceived value, contribute significantly to store equity creation, which explains customer loyalty and, ultimately, positive word-of-mouth communication. However, the most concerned consumers of ethical aspects value the retailer’s efforts towards sustainability to a lesser extent. The findings of this research allow developing a series of implications for the managers of these establishments.

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Section: Methodsmentioning

confidence: 99%

Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets

2020

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“…This leads to the importance of considering information‐processing issues in survey design. Chen, Yu, and Yu () conducted an eye‐tracking experiment with a sample of 184 Chinese people to measure respondents’ reaction time in answering a question as evidence of their cognitive effort. They found that a 5‐point scale required the shortest reaction time, compared to 4‐, 6‐, 7‐, 8‐, and 9‐point scales.…”

Section: Research Findings On the Use Of A Midpoint On Likert‐type Scmentioning

confidence: 99%

Evidence-Based Survey Design: The Use of a Midpoint on the Likert Scale

Chyung

Roberts²,

Swanson³

et al. 2017

Perf. Improv.

478

336

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Likert‐type scales are often used in survey instruments, and practitioners and researchers need to clearly understand the appropriate use of a midpoint in these scales. The authors of this article explore research studies from various disciplines to indicate that there are circumstances when a midpoint should be included and others where it should not. They provide tables, summarizing the benefits and problems in each case as well as evidence‐based strategies to employ.

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“…This middle point can represent students' real attitudes in opinion measurement and reduce some response bias. A fivepoint Likert scale is also the best option to attain an information-processing perspective (Chen 2015;Cohen, Manion and Morrison, 2018).…”

Section: Research Proceduresmentioning

confidence: 99%

University Students’ Acceptance of Online Learning During the Pandemic in Indonesia

Harunasari

Dwigustini

Halim

et al. 2021

AIJP

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This research aimed to investigate students’ acceptance of online learning during the pandemic by describing factors that sustain their engagement. The importance of this research is that by portraying their engagement in online learning, there would be suggestions for selecting effective strategies. A descriptive method was taken as the research method. A closed-ended e-questionnaire distributed to 263 respondents was employed in collecting data and resulted in 75% response rates. The study concluded that more than 50% of students accepted that online learning was useful, but the technology was not easy to use. Their acceptance of online learning has influenced their engagement in the online learning environment and making them quite resourceful in responding to the practice of online learning during the pandemic. The most engaging factor in sustaining students’ engagement was peer collaboration. Therefore, teamwork, peer-teaching, and peer assessment were among the main activities to sustain online learning engagement. Also, the communities of practice (CoP) could be lecturers’ first choice to sustain students’ engagement in online learning to anticipate the loss of authenticity in the learning context and trade the inexistence of concrete class, supporting facilities, and peers. The CoP could also make the learning context authentic. By implementing the two strategies, effective constructivist online learning should be achieved.

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What is the optimal number of response alternatives for rating scales? From an information processing perspective

Cited by 32 publications

References 23 publications

Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets

Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets

Evidence-Based Survey Design: The Use of a Midpoint on the Likert Scale

University Students’ Acceptance of Online Learning During the Pandemic in Indonesia

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