Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales

Article Abstract:

A study was conducted to examine how Likert-type scales with either 5-point, 7-point, or 10-point format affects resultant data in terms of measures of dispersion and shape, and mean scores. Rating scales are usually used in marketing research, and are used to capture information on a range of phenomena. Findings show that a 5- or 7- point scale may produce slightly higher mean scores relative to the highest possible attainable score, compared to those produced from a 10-point scale.

United Kingdom, Market Research, Market Research & Product Development, Analysis, Usage, Rating scales (Social science research), Rating scales, Report

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Knowledge uncertainty paradox or paradigm?

Article Abstract:

The criteria for validating qualitative customer research data, in order to help the modern business mangers to make managerial decisions using market information tools are presented.

Decision-making, Decision making, Customer relationship management, Consumer research

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Global socio-economic levels

Article Abstract:

A focus on the development of TGI Global Socio-Economic Levels, for assessing socio-economic classification schemes to segment populations in to discrete groups is presented.

Methods, Measurement, Market segmentation, Social economics, Socioeconomics, Global economy

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