Quick, Simple and Reliable: Forced Binary Survey Questions

International Journal of Market Research - Tập 53 Số 2 - Trang 231-252 - 2011
Sara Dolničar1, Bettina Grün2, Friedrich Leisch3
1University of Wollongong,
2WU Wirtschaftsuniversität Wien
3Ludwig-Maximilians-Universität Mnchen

Tóm tắt

Consumers are increasingly saturated by market research, which leads to decreasing response rates and an increased danger of response bias. Market researchers thus face the challenge of recruiting respondents, increasing response rates and reducing respondent fatigue by making questionnaires as short and pleasant as possible. One way of achieving this is to replace traditionally used ordinal multi-category answer formats (such as Likert-type scales) with forced binary scales. This proposition is attractive only if it indeed shortens the survey time while not compromising the quality of managerial insights from the data. This study investigates these conditions. Results from a repeat-measurement design indicate that managerial interpretations do not differ substantially between the two answer formats, responses are equally reliable, and that the binary format is quicker and perceived as less complex.

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International Journal of Market Research

Tập 53 Số 2

231-252

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