The Numeric Values of Rating Scales: A Comparison of Their Impact in Mail Surveys and Telephone Interviews

In: International journal of public opinion research, Band 7, Heft 1, S. 72-74

Abstract

Specific numeric values presented in a rating scale may change the meaning of the scale's verbal endpoints, & yield different results. Per 299 telephone interviews & 138 mail surveys, adults in Mannheim & Heidelberg, Germany rated 6 politicians on 2 different scales -- a "-5 to +5" & a "0-10" -- with the same verbal qualifiers of endpoints. The statistical differences in results replicated the findings of Norbert Schwarz et al (see SA 40:4/92Y9430) in that combining a verbal label with negative numeric values yielded a more negative interpretation of the verbal scale anchor, thus, a more positive movement on the scale. Results did not differ by interview method (phone vs mail). 4 References. M. Pflum