The direction of the response scale matters - accounting for the unit of measurement

Salzberger, Thomas and Koller, Monika (2019) The direction of the response scale matters - accounting for the unit of measurement. European Journal of Marketing, 53 (5). pp. 871-891. ISSN 0309-0566

Available under License Creative Commons: Attribution 4.0 International (CC BY 4.0).

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Purpose: Psychometric analyses of self-administered questionnaire data tend to focus on items and instruments as a whole. The purpose of this paper is to investigate the functioning of the response scale and its impact on measurement precision. In terms of the response scale direction, existing evidence is mixed and inconclusive. Design/methodology/Approach: Three experiments are conducted to examine the functioning of response scales of different direction, ranging from agree to disagree versus from disagree to agree. The response scale direction effect is exemplified by two different latent constructs by applying the Rasch model for measurement. Findings: The agree-to-disagree format generally performs better than the disagree-to-agree variant with spatial proximity between the statement and the agree-pole of the scale appearing to drive the effect. The difference is essentially related to the unit of measurement. Research limitations/implications: A careful investigation of the functioning of the response scale should be part of every psychometric assessment. The framework of Rasch measurement theory offers unique opportunities in this regard. Practical implications: Besides content, validity and reliability, academics and practitioners utilising published measurement instruments are advised to consider any evidence on the response scale functioning that is available. Originality/value: The study exemplifies the application of the Rasch model to assess measurement precision as a function of the design of the response scale. The methodology raises the awareness for the unit of measurement, which typically remains hidden.

Item Type: Article
Divisions: Departments > Marketing > Marketing und KonsumentInnenforschung
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 22 May 2019 06:57
Last Modified: 25 Sep 2019 12:57
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