"Translating" between survey answer formats

Authors

Sara Dolnicar, University of WollongongFollow
Bettina Grun, University of WollongongFollow

RIS ID

62831

Publication Details

Dolnicar, S. & Grun, B. (2013). "Translating" between survey answer formats. Journal of Business Research, 66 (9), 1298-1306.

Abstract

Survey research remains the most popular source of market knowledge, yet researchers have not yet established one consistent technique for measuring responses. Some market research companies offer respondents two answer options; others five or seven. Some answer formats use middle points on the answer scales, others do not. Some formats verbalize all answer options, some only the endpoints. The wide variety of answer formats that market research companies and academic researchers use makes comparing results across studies virtually impossible. This study offers guidance for market researchers by presenting empirical translations for the answer formats they most commonly use, thus enabling easier comparisons of results.

Grant Number

ARC/DP0878423, ARC/LX0881890

Additional Grant Number

http://purl.org/au-research/grants/ARC/DP0878423

http://purl.org/au-research/grants/ARC/LX0881890