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Even Versus Odd Scale in Online Questionnaire
Baloušková, Tereza ; Remr, Jiří (advisor) ; Hendl, Jan (referee)
1 Abstract This diploma thesis subjects on rating scales that measure respondent's value of the agreement with given statement. Particularly it focuses on a number of scale points and usage of mid-point and option "Don't know". Due to the fact, there is not an optimal number of points that scale should contain the author focuses on comparing scales of different length. This work includes research that uses four types of the questionnaire to test differences between odd and even scales of different lengths. The thesis shows that share of extreme points is based on scale length. With the use of shorter scales, respondents are more likely to choose extreme points. Based on respondents' answers, the difficulty to choose from scale options is similar in both even and odd scales. Option "Don't know" was mostly chosen by indecisive and poorly-informed respondents when the even scale with above-mentioned option was used. In the case of using an odd scale, the mid-point was chosen also mainly by indecisive respondents, so odd scales should be combined with option "Don't know" for better detection of neutrality. Keywords Rating scale, attitude measurement, odd scale, even scale, mid-point, number of scale points, Web survey, online questionnaire
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Impact of Number of Scale Points on Attitude Measurement
Bláhová, Vendula ; Remr, Jiří (advisor) ; Soukup, Petr (referee)
This diploma thesis deals with the rating scales, which are widely used in the attitude measurement, namely with the impact of their length (number of scale points) on measurement, both in terms of cognitive processes in the minds of respondents and impact on the data. Hypotheses, formulated on the basis of the literature and tested using data obtained from a split ballot experiment and cognitive interviews, are related to the comparability of results, distribution of responses and task demands. The Net Promoter Score from the environment of market research, expressing respondent's willingness to recommend a service or company used, is used as an application example. It originally uses 0 to 10 eleven-point scale which is here compared to five-point scale from 1 to 5 using various recoding and rescaling techniques. Analysis shows that rating on eleven-point and five-point scales means two different cognitive tasks for respondents (eleven-point scale is a bit more demanding but more accurate in respondents perception) and that the data differ from each other in terms of distribution of responses - on short range scale, midpoint and extreme positive category are selected more often, while on eleven-point scale, milder positive points are used more often.
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