Dolnicar, Sara; Grun, Bettina; and Rossiter, John R., 2010, An initial empirical guide to translating between different answer formats, European Marketing Academy (EMAC) Conference Proceedings Copenhagen, Denmark: Copenhagen Business School, 1-7.
Surveys research remains the most popular source of market knowledge. Yet, there is notone established way of how to measure beliefs. Some market research companies offertheir respondents five answer options, others seven. Some use middle points on the answerscales, others do not. Some verbalize all answer options, others only the endpoints. Thewide variety of answer formats used both by market research companies and academic researchersmakes it virtually impossible to compare results across studies. This study offerssupport by presenting empirical mappings for some of the most commonly used answerformats, thus making comparisons of results easier.