How Do Respondents Attend to Verbal Labels in Rating Scales? | Elibrary Perpustakaan Universitas Riau

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How Do Respondents Attend to Verbal Labels in Rating Scales?

Natalja Menold [et al.] - Nama Orang;

Two formats of labeling in rating scales are commonly used in questionnaires: verbal labels for end categories only (END form) and verbal labels for each of the categories (ALL form). We examine attention processes and respondents’ burden in using verbal labels in rating scales. Attention was tracked in a laboratory setting employing eye-tracking technology. The results of the two experiments are presented: One applied seven and the other applied five categories in rating scales comparing END and ALL forms (n ¼ 47 in each experiment). The results show that the ALL form provides higher reliability,although the probability that respondents attend to a verbal label seems to decrease as the number of verbally labeled categories increases.

Keywords: cognitive response process, rating scales, labeling, eye tracking

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Informasi Detail

Judul Seri: Field Methods
No. Panggil: -
Penerbit: New York : SAGE Publications Ltd., 2014
Deskripsi Fisik: Field Methods 2014, Vol 26(1) 21-39
Bahasa: English
ISBN/ISSN: DOI: 10.1177/1525822
Klasifikasi: -
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: -
Edisi: 2014, Vol 26(1)
Subjek: METODOLOGI PENELITIAN
Info Detail Spesifik: -
Pernyataan Tanggungjawab: agus

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