Dolnicar, Sara; Grun, Bettina; Leisch, F. - 2004
Ordinal scales have become the most popular format in questionnaire design for marketing surveys (Van der Eijk, 2001) despite both (1) causing a number of methodological problems (Scharf, 1991; Peterson, 1997; Kampen & Swyngedouw, 2000) and (2) taking longer to answer (Dolnicar, 2003). The duration of...