RESPONSE OPTIONS FOR SCALES: DOES IT MATTER WHAT WORDS YOU USE?
RESPONSE OPTIONS FOR SCALES: DOES IT MATTER WHAT WORDS YOU USE?
Author(s): Narissra Maria Punyanunt-CarterSubject(s): Media studies, Theory of Communication, Methodology and research technology, Social Informatics, ICT Information and Communications Technologies
Published by: University of Lincoln and World Experience Campus Foundation
Keywords: media; measurement; scale; mass communication;
Summary/Abstract: Scales are a commonly used method for measuring variables in media and communication research. As researchers use scales designed in previous studies, they may find it necessary to alter the scale to fit the subjects or research conditions. The current study sought to explore the effects of these alterations by comparing scores on two scales when response options were changed. When response options were changed, significant differences occurred in the way subjects scored on the scales. This suggests that such alterations need to be carefully considered when designing a study. Findings from this study are especially beneficial for researchers collecting data for online instruments and organizational advancements.
Journal: Journal of Media Critiques
- Issue Year: 3/2017
- Issue No: 9
- Page Range: 33-49
- Page Count: 17
- Language: English