Article ID Journal Published Year Pages File Type
1027177 Australasian Marketing Journal (AMJ) 2009 7 Pages PDF
Abstract
We conduct a repeat measurement study using binary, ordinal and metric answer formats measuring two different constructs: beliefs and behavioural intentions. A clear interaction effect between answer formats and constructs is revealed. This supports the notion that no single answer format is optimal for all research problems, but that some constructs are naturally more suitable for certain answer formats than others. These findings call for increased use of pre-studies to determine the optimal answer format before fieldwork is conducted rather than relying on standard answer formats.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
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