Label versus position in rating scales
Hershey H. Friedman Ph.D., Joanna R. Leefer M.B.A.
Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 1
Abstract
The current study is important for two reasons: First, it demonstrates a procedure for isolating both the label and position effects in rating scales. In addition, it indicates that subjects seem to respond to the actual adjectives employed rather than to their positions relative to the endpoints. Further research should be conducted, in order to determine the relative importance of label and position effects in rating scales, using subjects other than students. Since much research involves the use of rating scales, this is certainly an important area that warrants considerably more investigation.
Keywords
Response Category, Market Research, Position Effect, Semantic Property, Verbal Rate Scale
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