The Influence of Likert Scale Format on Response Result, Validity, and Reliability of Scale -Using Scales Measuring Economic Shopping Orientation-

Abstract

This study investigates the influence of Likert scale formats such as the number of response categories and the inclusion of a mid-point from a methodological point of view using instruments that measure a fashion-marketing-related subject. Using a self-administered questionnaire, 201 respondents rated their economic clothing shopping orientation on three formats of scales that differed only in the number of response categories (ranging from 5 to 7) from February 8 to February 12, 2010. Descriptive statistics, Spearman's rank order correlation, t-test, exploratory factor analysis, confirmatory factor analysis, Pearson's correlation, and Cronbach's alpha were used in the analysis. The results are as follows. First, three scale formats were generally suitable for use due to validity and reliability. Second, the response results varied with the number of categories and the inclusion of a mid-point, although the differences were statistically insignificant (with only a few cases that differed). Third, construct validity was more secure in scales with fewer categories, whereas convergent and discriminant validity was generally good in all scale formats. Fourth, reliability coefficients were higher in scales with more categories. Fifth, the number of categories was of greater importance to instrument design than the inclusion of a mid-point. Implications for appropriate scale designs are suggested in this study.