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Warsaw 2009: Presentations and short courses

keynote

The End of Agree/Disagree Rating Scales: Acquiescence Bias and Other Flaws Suggest a Popular Measurement Method Should Be Abandoned

Author:

Jon Krosnick; Stanford University, United States

Abstract:

Throughout the social and behavioural sciences, survey and laboratory researchers frequently use agree/disagree rating scales for a wide variety of purposes. This measurement approach is extremely efficient during data collection, but 50 years of research shows that this measurement approach is fatally flawed and yields uninterpretable results. This presentation will review this research and propose an easy to alternative way to measure more accurately.