An Initial Empirical Guide to Translating Between Different Answer Formats

Sara Dolnicar, Bettina Grün, John R. Rossiter

Publication: Chapter in book/Conference proceedingContribution to conference proceedings


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.
Original languageEnglish
Title of host publicationProceedings of the 39th EMAC Conference
Editors Copenhagen Business School
Place of PublicationCopenhagen, Denmark
PagesCD - ROM
Publication statusPublished - 1 Sept 2010

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