A new scale for marketing research? - A comparison between Likert scales and interval scales using the Interval Agreement Approach
Likert scales are widely used in market research and remain one of the most popular methods to elicit respondents’ attitudes and opinions through surveys (Albaum, 1997). However, many researchers advocate the reassessment of the Likert scale (Li, 2013; Blaikie, 2003; Jamieson, 2004). The current use...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2016
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| Online Access: | https://eprints.nottingham.ac.uk/37120/ |