International Journal of Market Research 

About: International Journal of Market Research is an academic journal published by SAGE Publishing. The journal publishes majorly in the area(s): Market research & Marketing research. It has an ISSN identifier of 1470-7853. Over the lifetime, 1299 publications have been published receiving 35062 citations.

Do Data Characteristics Change According to the Number of Scale Points Used? An Experiment Using 5-Point, 7-Point and 10-Point Scales:

Abstract: This study examined how using Likert-type scales with either 5-point, 7-point or 10-point format affects the resultant data in terms of mean scores, and measures of dispersion and shape. Three groups of respondents were administered a series of eight questions (group n’s = 300, 250, 185). Respondents were randomly selected members of the general public. A different scale format was administered to each group. The 5and 7-point scales were rescaled to a comparable mean score out of ten. The study found that the 5and 7-point scales produced the same mean score as each other, once they were rescaled. However, the 10-point format tended to produce slightly lower relative means than either the 5or 7point scales (after the latter were rescaled). The overall mean score of the eight questions was 0.3 scale points lower for the 10-point format compared to the rescaled 5and 7-point formats. This difference was statistically significant at p = 0.04. In terms of the other data characteristics, there was very little difference among the scale formats in terms of variation about the mean, skewness or kurtosis. This study is ‘good news’ for research departments or agencies who ponder whether changing scale format will destroy the comparability of historical data. 5and 7-point scales can easily be rescaled with the resultant data being quite comparable. In the case of comparing 5or 7-point data to 10-point data, a straightforward rescaling and arithmetic adjustment easily facilitates the comparison. The study suggests that indicators of customer sentiment – such as satisfaction surveys – may be partially dependent on the choice of scale format. A 5or 7-point scale is likely to produce slightly higher mean scores relative to the highest possible attainable score, compared to that produced from a 10-point scale. International Journal of Market Research Vol. 50 Issue 1

Web Surveys versus other Survey Modes: A Meta-Analysis Comparing Response Rates:

Abstract: One question that arises when discussing the usefulness of web-based surveys is whether they gain the same response rates compared to other modes of collecting survey data. A common perception exists that, in general, web survey response rates are considerably lower. However, such unsystematic anecdotal evidence could be misleading and does not provide any useful quantitative estimate. Metaanalytic procedures synthesising controlled experimental mode comparisons could give accurate answers but, to the best of the authors' knowledge, such research syntheses have so far not been conducted. To overcome this gap, the authors have conducted a meta-analysis of 45 published and unpublished experimental comparisons between web and other survey modes. On average, web surveys yield an 11% lower response rate compared to other modes (the 95% confidence interval is confined by 15% and 6% to the disadvantage of the web mode). This response rate difference to the disadvantage of the web mode is systematically influenced by the sample recruitment base (a smaller difference for panel members as compared to one-time respondents), the solicitation mode chosen for web surveys (a greater difference for postal mail solicitation compared to email) and the number of contacts (the more contacts, the larger the difference in response rates between modes). No significant influence on response rate differences can be revealed for the type of mode web surveys are compared to, the type of target population, the type of sponsorship, whether or not incentives were offered, and the year the studies were conducted. Practical implications are discussed.

Online surveys in marketing research: pros and cons

Abstract: In a recent article on conducting international marketing research in the twenty-first century (Craig & Douglas 2001), the application of new (electronic) technology for data collection was encoura...

Development and validation of a brand trust scale

Abstract: To enrich the limited and recent work in existence on relational phenomena in the consumer-brand domain, the authors focus on the concept of brand trust. The non-existence of a wider accepted measu...

A Comparison of Mail, Fax and Web-Based Survey Methods:

Abstract: This study compares mail, fax and web-based surveys in a university setting for response speed, response rate and costs. The survey was distributed to 300 hospitality professors randomly chosen fro...