An Initial Empirical Guide to Translating Between Different Answer Formats

Sara Dolnicar, Bettina Grün, John R. Rossiter

Publikation: Beitrag in Buch/KonferenzbandBeitrag in Konferenzband


Surveys research remains the most popular source of market knowledge. Yet, there is not one established way of how to measure beliefs. Some market research companies offer their respondents five answer options, others seven. Some use middle points on the answer scales, others do not. Some verbalize all answer options, others only the endpoints. The wide variety of answer formats used both by market research companies and academic researchers makes it virtually impossible to compare results across studies. This study offers support by presenting empirical mappings for some of the most commonly used answer formats, thus making comparisons of results easier.
Titel des SammelwerksProceedings of the 39th EMAC Conference
Herausgeber*innen Copenhagen Business School
ErscheinungsortCopenhagen, Denmark
SeitenCD - ROM
PublikationsstatusVeröffentlicht - 1 Sept. 2010