What is it about?
This study shows that simple binary YES NO questions outperform some of the more popular answer formats for certain constructs.
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Why is it important?
To understand something, you must be able to measure it validly. If you do not, results are wrong at best and misleading at worst.
Perspectives
The area of measurement in the social sciences is close to my heart. If we do not measure properly the things we want to understand, we can never learn anything about them at all.
Professor Sara Dolnicar
University of Queensland
Read the Original
This page is a summary of: How constrained a response: A comparison of binary, ordinal and metric answer formats, Journal of Retailing and Consumer Services, March 2007, Elsevier,
DOI: 10.1016/j.jretconser.2006.09.006.
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