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Designing Effective Scale Questions Online 

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Published 7/9/2008 

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Summary

 

The way a survey is formatted can play a large role in alleviating measurement error. Scale questions, in particular, have a significant effect on respondents' answers. There are currently no means to overcome the mode effects of these scale questions online.

While there are no definite ways to resolve the scale question issue, there are recommended methods for improvement. One possibility is splitting a single scale question into two questions so that one question focuses on the general direction of respondents' attitude and the other addresses the intensity of that attitude.

© 2008 GfK
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GfK Custom Research North America

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