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Battle Of The Scales
49%
42%
Scales are a cornerstone of market research
Measurement Scales & Response Styles
A person’s tendency to systematically respond to questionnaire items in a certain way regardless of content
Paulhus1991
ARSMRS
ERS
Two studies to examine scale usage across two modes of data collection
Scope Of This Paper
Mobile surveys
Web surveys
Overall Research PlanWeb and Mobile
Include behavioral statements that
should correlate to attitudinal questions
Globallyrelevant topics
7-minuteattitudinal survey
Mix of positive & negative wording
Scales with published measures of reliability
Fielded in multiple countries to analyze
cross-cultural differences
Battle of the ScalesAnalysis Plan for Studies 1 & 2
Extreme Response
Style Index (ERSI)
Acquiescence Response
Style Index (ARSI)
Medium Response
Style Index (MRSI)
1 1 1Indices were averaged for respondents
Value of each index ranges
from a minimum of 0 to a maximum
of 1.0.
Overall Research PlanWeb & Mobile Surveys
Used only 5-point Likert scales for all constructs
Used only 5-point Likert scales for all constructs
Slider scales on native app
Slider scales on mobile web browser
Standard grid questions on mobile web browser
Fielded in 10 countries
4-point scales
5-point unlabeled scales
5-point labeled scales
7-point scales
10-point scales
Research Questions & Hypotheses: Study 2Differences in Response Styles Across Countries, Genders & Ages
Acquiescent Midpoint Extreme
H1: There will be nodifferences between
male & femalerespondents with
respect toERS & MRS
H2: ERS & MRS willdiffer across age
categories, but therelationship between
age & ERS or MRSwill not be monotonic
H3: There will be significant differencesacross countries withrespect to ERS, MRS
& ARS
Results 1: Study 2Impact of Gender on Response Styles
Hypothesis 1: There will be no meaningful differences in ERS, MRS or ARS indices between male & female respondents
.43 .32 .28
.43 .33 .28
ERSI ARSI MRSI
Results 2: Study 2Impact of Age on Response Styles
15-17 18-24 25-34 35-44
50
45
30
25
20
045-54 55-64 65-74
35
Hypothesis 2: ERS & MRS will differ across age categories,but the relationship between age & ERS or MRS will not be monotonic
40
75-84 85+
MRS (Medium) ARS (Acquiescent) ERS (Extreme)
Results 3: Study 2Differences in Response Styles Across Countries
60
30
20
10
0
40
H3: There will be significant differences across countries with respect to ERS, MRS & ARS
50
ERS (Extreme) ARS (Acquiescent)
Results 4: Study 2Impact of Response Scales on Response Styles
4 Point 5 Point Labelled
50
45
30
25
20
05 Point Unlabelled 7 Point
35
RQ3: Does the use of 4-point, 5-point, 7-point & 10-point scales make any difference to the level of extreme, acquiescent or midpoint responding?
40
10 Point
MRS (Medium) ARS (Acquiescent) ERS (Extreme)
Scope Of This Paper
What is the effect of using 3 alternative data collection optionson response styles in mobile surveys?
Compare differences in responses to 5-point Likert scalesacross 3 data collection options:
Standard grid questions on mobile web browser
Slider scales on mobile web browser
Slider scales onnative app
Results 1: Study 1Differences in Extreme Response Style Across Modes
Health environment
sensitivity
Personalhealth
responsibility
Attitudetoward
helping others
Materialvaluesscale
70
60
40
30
20
0
Extreme response style(ERS) index
Attitude towards advertising in general (AAG)
Onlinepiracy
concern
Lietolerance
scale
50
Online web labeled Online web unlabeled Mobile native app
Mobile web grid Mobile web slider
Results 2: Study 1
Health environment
sensitivity
Personalhealth
responsibility
Attitudetoward
helping others
Materialvaluesscale
50
30
20
10
0
Midpoint Response Style (MRS) Index
Differences in Midpoint Response Style Across Modes
Attitude towards advertising in general (AAG)
Onlinepiracy
concern
Lietolerance
scale
40
Online web labeled Online web unlabeled Mobile native app
Mobile web grid Mobile web slider
Results 3: Study 1
Health environment
sensitivity
Personalhealth
responsibility
Attitudetoward
helping others
Materialvaluesscale
80
60
40
20
0
Acquiescence Response Style (ARS) Index
Differences in Acquiescence Response Style Across Modes
Attitude towards advertising in general (AAG)
Onlinepiracy
concern
Lietolerance
scale
Online web labeled Online web unlabeled Mobile native app
Mobile web grid Mobile web slider
ConclusionsWeb
SurveysMobile
Surveys