A new scale for marketing research? - A comparison between Likert scales and interval scales using the Interval Agreement Approach

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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Bibliographic Details
Main Author: Tang, Guo Yir
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2016
Online Access:https://eprints.nottingham.ac.uk/37120/

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