Scale development, scale appropriateness, and scale utilization are crucial topics in the marketing research literature (Bendixen & Yurova, 2012; Cramphorn, 2012 ...

Marketing and crosscultural researchers use a number of different types of rating scales or scale formats in measuring attitudes or components of attitudes. Included in this 'arsenal' of approaches ...

Only slight advantages are shown for the Stapel scale in lack of leniency (high scores) and the semantic differential scale in precision (low variance) in a comparison of these scale approaches with ...

This finds Likert and semantic differential scales particularly vulnerable to differing styles of response. These styles vary across demographic and culture, masquerading as true differences in ...

Plague, the disease caused by the bacterium Yersinia pestis, has greatly impacted human civilization. Y. pestis is a successful global pathogen, with active foci on all continents except Australia and ...