WEIJTERS, B.; CABOOTER, E.; SCHILLEWAERT, N. - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2010
Questionnaires using Likert-type rating scales are an important source of data in marketing research. Researchers use different rating scale formats with varying number of response categories and varying label formats (e.g., seven point rating scales labeled at the endpoints, fully labeled five...