What is it about?
The popular 5 or 7 point Likert scale is not the best measure for all constructs.
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Why is it important?
To understand something, you must be able to measure it validly. If you do not, results are wrong at best and misleading at worst.
Perspectives
The area of measurement in the social sciences is close to my heart. If we do not measure properly the things we want to understand, we can never learn anything about them at all.
Professor Sara Dolnicar
University of Queensland
Read the Original
This page is a summary of: Does one size fit all? The suitability of answer formats for different constructs measured, Australasian Marketing Journal (AMJ), May 2009, Elsevier,
DOI: 10.1016/j.ausmj.2009.04.001.
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