Evidence‐Based Survey Design: The Use of Ascending or Descending Order of Likert‐Type Response Options | Zendy

Yonnie Chyung Seung Youn | Zendy; Kennedy Megan | Zendy; Campbell Ingrid | Zendy

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Evidence‐Based Survey Design: The Use of Ascending or Descending Order of Likert‐Type Response Options

Author(s) -

Yonnie Chyung Seung Youn,

Kennedy Megan,

Campbell Ingrid

Publication year - 2018

Publication title -

performance improvement

Language(s) - English

Resource type - Journals

eISSN - 1930-8272

pISSN - 1090-8811

DOI - 10.1002/pfi.21800

Subject(s) - satisficing , order (exchange) , acquiescence , likert scale , psychology , response bias , econometrics , computer science , social psychology , statistics , mathematics , business , artificial intelligence , political science , finance , politics , law

Survey designers should be aware of response‐order effects associated with left‐side selection bias, acquiescence bias, and satisficing. A sufficient amount of research has shown that descending‐ordered response scales generate more positive responses from respondents than ascending‐ordered scales. A simple solution to the inflated data obtained from descending‐ordered scales is to present response scales in ascending order. Otherwise, descending‐ordered scales should be used with strategies for reducing response‐order effects.

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