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1 – 10 of over 48000
Book part
Publication date: 23 August 2011

Joseph F. Rocereto, Marina Puzakova, Rolph E. Anderson and Hyokjin Kwak

Purpose – A major limitation in cross-cultural research continues to be attempts to compare construct measurements across cultures without adequate conceptual and empirical…

Abstract

Purpose – A major limitation in cross-cultural research continues to be attempts to compare construct measurements across cultures without adequate conceptual and empirical evidence of the equivalency of the measurement scores. Of significant concern in such studies is the presence of various types of response bias that may systematically differ from one culture to another, resulting in a potential violation of the assumption that measurement scores across cultures are equivalent. The focus of this study is to investigate the role of the response format type, extreme response style (ERS). Most studies have investigated response bias styles using Likert-type scales as response formats, yet it has long been argued that these particular formats tend to result in various types of response style bias, especially in cross-cultural research. Would other scaling devices, such as semantic differential (SD), lessen response style bias in pan-cultural studies? To answer this question, our study employs two types of response formats (i.e., Liker-type and SD) to empirically test for the presence of ERS within each response format style.

Methodology/approach – This chapter takes the form of empirical research using ERS indices to test for the degree of ERS between response formats using samples from a collectivistic culture (i.e., South Korea) and an individualistic culture (i.e., United States).

Findings – Results show that samples from both cultures exhibit greater levels of ERS when using Likert-type scales compared to SD scales. Additionally, this study finds that, when using Likert-type scales, ERS is greater for U.S. respondents than for South Korea respondents. Finally, results show that there is no statistically significant difference in ERS between the two cultural groups when using SD response formats.

Research implications – Findings show that the use of SD response formats eliminates systematic differences in ERS between a collectivist sample and an individualist sample. Therefore, the use of such response formats in future cross-cultural research can greatly diminish the problematic effects of culturally based ERS and lead to greater confidence in the equivalency of measurement scores across cultures.

Originality/value of paper – This study is the first to simultaneously assess culturally based ERS using two types of response formats to investigate the impact of response format on ERS. Furthermore, this study assesses the role of response format on ERS both within and between two distinctly different cultures.

Details

Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

Keywords

Article
Publication date: 6 January 2014

Gary D. Holt

Construction management research (CMR) surveys frequently use questionnaires that employ “Likert-type” items, Likert-items, and Likert scales to capture respondents '…

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Abstract

Purpose

Construction management research (CMR) surveys frequently use questionnaires that employ “Likert-type” items, Likert-items, and Likert scales to capture respondents ' self-reported attitudes. This Editorial builds substantially on earlier observations by Holt regarding the significance of appropriate questionnaire response scale design and, use of the relative importance index (RII) method to analyse those data such scales yield. The paper aims to discuss these issues.

Design/methodology/approach

Several RII models are examined by their application to a data set. Objectives include to contrast their practicality in use, compare outputs, highlight limitations of some models and discuss methods of RII data analysis, interrogation and interpretation.

Findings

Principal messages are: all components of response scales should be carefully designed; alternative RII models can produce similar results of analysis; “simple percentage” RII models may not yield “real” percentages; the minimum rating scale integer should accurately reflect its descriptor; only rating scales offering a “0” response, or an “adjusted percentage” RII model can achieve unity; and RII outputs should be interpreted cautiously.

Research limitations/implications

Uncertain application of the RII has been observed within CMR literature, so implications of the Editorial will be of direct relevance to this research community (and beyond).

Originality/value

Aside from that cited above, no additional literature has been identified that specifically links RII usage to CMR.

Details

Construction Innovation, vol. 14 no. 1
Type: Research Article
ISSN: 1471-4175

Keywords

Article
Publication date: 24 August 2010

Hsiu‐Yuan Hu, Yu‐Cheng Lee and Tieh‐Min Yen

This study seeks to propose a conceptual approach to assess the perceived service quality properly using Fuzzy logic. First, it aims to verify whether it is a better solution than…

3680

Abstract

Purpose

This study seeks to propose a conceptual approach to assess the perceived service quality properly using Fuzzy logic. First, it aims to verify whether it is a better solution than the Likert scale. Second, it seeks to evaluate patients' feedback towards hospital service quality using Fuzzy linguistic analysis.

Design/methodology/approach

The SERVQUAL questionnaire was developed according to the characteristics of each hospital's out‐patient service. Three regional hospitals in Hsin‐Chu, Taiwan were evaluated. After being completed and collected, first, the effectiveness of the Fuzzy linguistic scale and the Likert scale was compared. Second, gap values of each element were evaluated to find the core service quality attributes for continuous improvement. Finally, analysis of variance (ANOVA) was conducted to segment markets using certain service quality attributes and different demographic variables.

Findings

The result indicated that the Fuzzy linguistic scale is higher than the Likert scale in terms of reliability in the measurement. Moreover, through gap analysis and ANOVA, a better focus was achieved on the 8th, 10th, 14th, 21st and 3rd service quality attributes from the SERVQUAL measurement on which management should concentrate and which they should endeavor to work out. The 1st, 2nd, 14th and 16th items from the SERVQUAL measurement can be market segment factors, respectively.

Originality/value

The study successfully introduced Fuzzy linguistic analysis into the Gap theory and SERVQUAL measurements, and provided more internal consistency and stability than the Likert scale. After discussing the findings of the gap analysis and ANOVA, the organization could find the critical service quality attributes and create a value for improving or enhancing them.

Details

The TQM Journal, vol. 22 no. 5
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 18 February 2020

Nathan W. Weidner and Richard N. Landers

While high-stakes mobile assessment is increasing, researchers have done little to adapt traditional assessments to this new medium. The present study developed and tested a new…

Abstract

Purpose

While high-stakes mobile assessment is increasing, researchers have done little to adapt traditional assessments to this new medium. The present study developed and tested a new response method for personality assessment using a mobile-first gamification design paradigm.

Design/methodology/approach

Participants used smartphones to “swipe” right or left to indicate agreement or disagreement with Goldberg's (1992) Big Five adjective indicators. These scores were correlated with responses to a Likert-type measure and participants provided reactions to both measures.

Findings

Each of the swipe-based measures was found to be a reliable and valid predictor of the corresponding dimensions measured using the Likert-type scale. Reactions to the swipe measure were mixed when compared to a traditional Likert-type measure. Response latencies of swipes were used as an indicator of self-schema beliefs. Transformed latency scores contributed incremental variance to the prediction of Likert responses beyond the dichotomous responses alone for some personality dimensions.

Research limitations/implications

Convergent validity between the two measures was likely attenuated due to differences in scales, response methods, devices, connection speeds, and social desirability effects indicating that the present results may constitute a lower-bound estimate of convergent validity between the two measurement styles.

Practical implications

Designing assessments for mobile administration requires balancing trade-offs in speed, ease of use, and number of items relative to the reliability and validity of the measures.

Originality/value

Mobile-first designs such as swipe-based responses show potential to enhance future mobile assessment practices with further development.

Details

Journal of Managerial Psychology, vol. 35 no. 4
Type: Research Article
ISSN: 0268-3946

Keywords

Article
Publication date: 3 July 2009

Karin Braunsberger and Roger Gates

The purpose of this paper is to produce up‐to‐date inventories for satisfaction and Likert scales that contain commonly used scale point descriptors and their respective mean scale

4753

Abstract

Purpose

The purpose of this paper is to produce up‐to‐date inventories for satisfaction and Likert scales that contain commonly used scale point descriptors and their respective mean scale values and standard deviations.

Design/methodology/approach

All data were collected online using the SSI Survey Spot Panel. This panel is national (USA) in scope. Thirty‐nine satisfaction items and 19 agreement items were tested on a random sample consisting of individuals 21‐65 years old.

Findings

The mean value and the standard deviation were calculated for each of these descriptors. Even though only six of the items that had been tested by Jones and Thurstone (1955) were included in the list of satisfaction scale descriptors, the semantic meanings of those six have changed very little over the years.

Research limitations/implications

One limitation might be that scale point descriptor inventories developed within the context of health insurance might not be valid in other service contexts.

Practical implications

Since the present study focuses on Likert and satisfaction scales which are frequently used in service environments, the major contribution of this study is to provide services marketers with quantitative measurement of the meanings of commonly used scale point descriptors. This permits the development of successive and/or equal interval scales and thus aids in the analyses of data sets. It will thus help service marketers to develop questionnaires that more accurately reflect actual consumer satisfaction and opinions.

Originality/value

The development of up‐to‐date inventories for satisfaction and Likert scales.

Details

Journal of Services Marketing, vol. 23 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 16 August 2013

Brian Purdey

The purpose of this paper to develop a better understanding of the behavioural challenges in workplace performance evaluation and how the issues raised regarding validity and…

Abstract

Purpose

The purpose of this paper to develop a better understanding of the behavioural challenges in workplace performance evaluation and how the issues raised regarding validity and reliability of Likert scales could be addressed in future occupant surveys.

Design/methodology/approach

A review of the literature was conducted to identify some of the more important issues in occupant evaluations of built environment performance. Disparate fields of research were particularly given the changing nature of the workplace and work itself. The appropriateness of the Likert scale was then examined in some depth, with evaluation data presented by this method analysed to gauge the extent of error in reporting self‐assessed or perceived workplace productivity.

Findings

The review points to significant challenges in obtaining valid and reliable information in occupant self‐evaluations of workplace performance using linear Likert scales. When the occupant rating is negative, arithmetic means were found to be significantly lower than geometric means. The converse was found to be true for positive ratings. Magnitude estimation using a free modulus approach has been shown to be potentially free of bias and scale limitations

Research limitations/implications

The survey data available for analysis were limited, but the implications of the findings for the credibility of workplace performance evaluation are significant given the widespread use of linear Likert scales. Researchers are encouraged to pursue the questions raised and test the propositions further.

Practical implications

With modern work becoming more complex, information rich, mobile and team oriented, more sophisticated occupant performance evaluation tools and methods are needed to replace simplistic self‐assessment questionnaires.

Originality/value

This paper addresses the paucity of research into the validity and reliability of self‐assessed measures for workplace productivity. It integrates findings from disparate fields including aviation and cognitive functioning. It presents a stronger behavioural emphasis in evaluation, while encouraging the development of more effective measurement methods.

Open Access
Article
Publication date: 2 September 2019

Pedro Albuquerque, Gisela Demo, Solange Alfinito and Kesia Rozzett

Factor analysis is the most used tool in organizational research and its widespread use in scale validations contribute to decision-making in management. However, standard factor…

1723

Abstract

Purpose

Factor analysis is the most used tool in organizational research and its widespread use in scale validations contribute to decision-making in management. However, standard factor analysis is not always applied correctly mainly due to the misuse of ordinal data as interval data and the inadequacy of the former for classical factor analysis. The purpose of this paper is to present and apply the Bayesian factor analysis for mixed data (BFAMD) in the context of empirical using the Bayesian paradigm for the construction of scales.

Design/methodology/approach

Ignoring the categorical nature of some variables often used in management studies, as the popular Likert scale, may result in a model with false accuracy and possibly biased estimates. To address this issue, Quinn (2004) proposed a Bayesian factor analysis model for mixed data, which is capable of modeling ordinal (qualitative measure) and continuous data (quantitative measure) jointly and allows the inclusion of qualitative information through prior distributions for the parameters’ model. This model, adopted here, presents considering advantages and allows the estimation of the posterior distribution for the latent variables estimated, making the process of inference easier.

Findings

The results show that BFAMD is an effective approach for scale validation in management studies making both exploratory and confirmatory analyses possible for the estimated factors and also allowing the analysts to insert a priori information regardless of the sample size, either by using the credible intervals for Factor Loadings or by conducting specific hypotheses tests. The flexibility of the Bayesian approach presented is counterbalanced by the fact that the main estimates used in factor analysis as uniqueness and communalities commonly lose their usual interpretation due to the choice of using prior distributions.

Originality/value

Considering that the development of scales through factor analysis aims to contribute to appropriate decision-making in management and the increasing misuse of ordinal scales as interval in organizational studies, this proposal seems to be effective for mixed data analyses. The findings found here are not intended to be conclusive or limiting but offer a useful starting point from which further theoretical and empirical research of Bayesian factor analysis can be built.

Details

RAUSP Management Journal, vol. 54 no. 4
Type: Research Article
ISSN: 2531-0488

Keywords

Open Access
Article
Publication date: 31 March 2020

Eva Martin-Fuentes, Juan Pedro Mellinas and Eduardo Parra-Lopez

The purpose of this paper is to determine whether different scales and ways to collect reviews and ratings found on online travel agencies (OTAs) can affect hotels, and whether…

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Abstract

Purpose

The purpose of this paper is to determine whether different scales and ways to collect reviews and ratings found on online travel agencies (OTAs) can affect hotels, and whether hotels obtain the same or different evaluations.

Design/methodology/approach

Hotel ratings from five OTAs in four European markets were collected and compared in pairs. An initial comparison was made with the hotel scores of each OTA to show what a typical user would see. Then, a rescaled score (0-10) was used to compare all the OTA scales appropriately and to distinguish between what customers observe and what the reality is.

Findings

The results reveal that Booking.com that uses a scale (2.5-10) and Agoda with a scale (2-10) seem to give higher rating scores than Atrapalo (1-10), Travel Republic (0-10) and hotel reservation service (1-10). However, when the scores are rescaled (0-10), the worst ratings are found on Booking.com followed by Agoda.

Practical implications

OTAs should include, next to the scores, the scale used to rate hotels so as to provide users with better and clearer information. Moreover, rating questionnaires should match the verbal denominations with their numerical values to avoid biased ratings.

Social implications

OTAs and hotel managers are losing information provided by customers because customers are not aware of the scale when rating hotels. Moreover, hotel ratings are used by potential customers to obtain a clearer image of an establishment. However, if some hotels are being overrated by some scales, customers might have higher expectations, which may not be met.

Originality/value

The unique rating scales of Booking.com and Agoda provide additional insights into their hotel evaluations, which seem to be apparently higher when in fact they are not.

在线旅行评论评分量表及其对酒店得分和竞争力的影响

摘要

目的

这项研究旨在研究在线旅行社(OTA)上评论和评级的不同量表和方式是否会影响酒店获得的评估。

设计/方法/方法

本研究收集并比较了来自四个欧洲市场中五个OTA的酒店等级数据。研究首先对每个OTA的酒店得分进行了比较, 以显示一般用户会看到的内容。然后研究使用重新缩放的得分(0-10)来恰当地比较所有OTA的酒店等级, 并区分顾客观察到的内容和现实。

结果

结果显示, Booking.com使用的量表(2.5-10)和Agoda的量表(2-10), 似乎高于Atrapalo(1-10), Travel Republic(0-10)和 hotel reservation service (1-10)的评分。但是, 当分数重新调整为(0-10)时, 最差的评分是在Booking.com上, 其次是Agoda。

实际含义

OTA应在评分旁边注明用于对酒店进行评分的量表, 以便为用户提供更好, 更清晰的信息。此外, 评级问卷应使评价描述与其数值相匹配, 以避免评级出现偏差。

社会影响

OTA和酒店经理正在丢失客户所提供的信息, 因为客户在对酒店进行评级时并不了解其使用的量表。此外, 潜在客户使用酒店评级来获得更清晰的企业形象。但是, 如果某些酒店被某些网站的评级量表高估, 那么客户可能会有偏高的期望, 而这些期望可能无法被满足。

创意/价值

Booking.com和Agoda的独特评分等级标准为酒店提供了更多见解, 而实际上酒店的情况可能并非如此。

Las escalas de calificación de las opiniones de los viajes online y sus efectos en la valoración y competitividad de los hoteles.

Propósito

El objetivo de esta investigación es determinar si las diferentes escalas y formas de recopilar opiniones y valoraciones de las Agencias de Viajes Online (OTAs), pueden afectar a si los hoteles tienen las mismas o distintas calificaciones.

Diseño/metodología/enfoque

Las calificaciones de hoteles de cinco OTAs en cuatro mercados europeos, se recopilaron y compararon por pares. Se realizó una comparación inicial con las puntuaciones de los hoteles de cada OTA, para mostrar lo que vería un usuario típico. Luego, se utilizó una puntuación de reescalado (0-10), para comparar todas las escalas de las OTAs de manera apropiada y así poder diferenciar entre lo que los clientes observan y lo que es en realidad.

Resultados

Los resultados revelan que Booking.com, que utiliza una escala (2.5-10) y Agoda con una escala (2-10), parecen puntuar con calificaciones más altas que Atrapalo (1-10), Travel Republic (0-10) y hotel reservation service (1-10). Sin embargo, cuando se vuelven a escalar las puntuaciones (0-10), las peores calificaciones se encuentran en Booking.com, seguida de Agoda.

Implicaciones prácticas

Las OTAs deben incluir, junto a las puntuaciones, la escala utilizada para calificar los hoteles a fin de proporcionar a los usuarios una información mayor y más clara. Además, los cuestionarios de calificación deben hacer coincidir las denominaciones verbales con sus valores numéricos para evitar calificaciones sesgadas.

Implicaciones sociales

Por un lado las OTAs y los gerentes de hoteles, están perdiendo información proporcionada por los clientes, porque los clientes no son conscientes del tipo de escala utilizada cuando califican los hoteles. Por otro lado, los clientes potenciales utilizan las calificaciones de los hoteles para obtener una imagen más clara de un establecimiento. Por lo que en muchos casos, los clientes pueden tener expectativas más altas, que pueden no cumplirse, si los hoteles están siendo sobrevalorados por algunas escalas.

Originalidad/valor

Las escalas de calificación únicas de Booking.com y Agoda, brindan información adicional sobre las evaluaciones de sus hoteles que parecen ser aparentemente más altas cuando en realidad no lo son.

Article
Publication date: 16 October 2009

Kuang‐Hsun Shih, Hsu‐Feng Hung and Binshan Lin

The purpose of this paper is to present a model and a supporting approach for effective supplier selection decisions.

1935

Abstract

Purpose

The purpose of this paper is to present a model and a supporting approach for effective supplier selection decisions.

Design/methodology/approach

Structural equation modeling (SEM) and confirmatory factor analysis are applied to test the evaluation principles and samples. Next, the data tested by SEM is used for artificial neural network (ANN) by Likert and fuzzy scales to structure a classification model, accompanying with canonical discriminate analysis (CANDISC) to diminish variables. After the training and test of the model, multiple discriminate analysis is applied to compare the accuracy of the classification. Last, the CANDISC variable reduction method with ANN classification model utilized in the study is applied.

Findings

The supplier selection model designed with ANN classification model and fuzzy scales will be more effective than with the traditional statistics analysis.

Research limitations/implications

The new paradigm for decision making includes a combination of several effective methods and analysis.

Practical implications

This research provides an integrated model for internal auditors and managers to classify their supplier selection decisions.

Originality/value

This paper contributes to the new approach of the decision model building process for computer auditing and improves the classification accuracy effectively.

Details

Kybernetes, vol. 38 no. 9
Type: Research Article
ISSN: 0368-492X

Keywords

Book part
Publication date: 25 August 2022

Jared Eutsler and Bradley Lang

This study provides evidence on the relationship between scale characteristics and participant responses for percentage-based scales (i.e., 101 points) in accounting research. A 4…

Abstract

This study provides evidence on the relationship between scale characteristics and participant responses for percentage-based scales (i.e., 101 points) in accounting research. A 4 × 1 between-subjects experiment examines how common labeling designs affect various statistical properties, including means, variance, normality of the distribution, and frequency of responses. The results indicate that labels on percentage-based scales have a significant impact on the distribution of participants' responses. Labeling only the endpoints is the lone condition that results in normally distributed data. Additional analyses suggest that labels on percentage-based scales influence participant responses in multiple ways. First, as the number of labels increases, participants may not adequately consider, and thus ultimately select, unlabeled points. Second, while participants seem to inherently interpret percentage-based scales in quartiles and deciles, labeling as such exacerbates this tendency. Finally, when more labels are present, participants seem to engage an anchoring heuristic when selecting their response. Taken as a whole, the results suggest that accounting researchers may benefit from labeling only the endpoints of percentage-based scales.

Details

Advances in Accounting Behavioral Research
Type: Book
ISBN: 978-1-80382-802-2

Keywords

1 – 10 of over 48000