|
|
Article: Is a central tendency error inherent in the use of semantic differential scales in different cultures?
- Article from:
- International Journal of Market Research
- Article date:
- June 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 World Advertising Research Center Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
This paper examines the effect of alternative scale formats on reporting the nature and extent of attitudes toward grocery supermarkets on bipolar semantic differential measurement scales. A traditional one-stage format and an alternative two-stage format were tested in two studies conducted in different countries. In general, the two-stage format generated the greatest percentage of extreme-position (i.e. greatest amount) responses across scales, indicating that the more usual traditional one-stage format is subject to a central tendency form-related error. A test of predictive ability showed that the two-stage format was a better predictor of shopping behaviour in one ...