Say bye-bye to the Likert scale! A really interesting research paper on an experiment comparing responses between a five-point Likert scale and a 250-value “visual analog scale.” Randomly assigned participants spent the same amount of time on each, but those using the visual scale made finer adjustments to their responses, resulting in more precise data. If you have ever felt you’ve had to compromise between choosing a “3” or a “4” on a Likert scale, you can understand why this research matters. Even more interesting is the description in the paper of a similar device from the early 19th century: “a metal plate […] had 10 scales, each marked off in 100 parts, and labeled […]. A system of sliding markers was provided so that a […] judged position on each scale could be graphically displayed.” The authors of this paper argue that use of such visual scales permit the ”detection of small differences and far more possibilities for data analyses” through fine-grained web-based data collection. Frederik Funke and Ulf-Dietrich Reips (In press). Why Semantic Differentials in Web-Based Research Should be Made From Visual Analogue Scales and Not From 5-Point Scales. (pdf)
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Say bye-bye to the Likert scale!

A really interesting research paper on an experiment comparing responses between a five-point Likert scale and a 250-value “visual analog scale.”

Randomly assigned participants spent the same amount of time on each, but those using the visual scale made finer adjustments to their responses, resulting in more precise data. If you have ever felt you’ve had to compromise between choosing a “3” or a “4” on a Likert scale, you can understand why this research matters.

Even more interesting is the description in the paper of a similar device from the early 19th century: “a metal plate […] had 10 scales, each marked off in 100 parts, and labeled […]. A system of sliding markers was provided so that a […] judged position on each scale could be graphically displayed.”

The authors of this paper argue that use of such visual scales permit the ”detection of small differences and far more possibilities for data analyses” through fine-grained web-based data collection.

Frederik Funke and Ulf-Dietrich Reips (In press). Why Semantic Differentials in Web-Based Research Should be Made From Visual Analogue Scales and Not From 5-Point Scales. (pdf)

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