Abstract:

When it comes to Web surveys, the type of attribute rating scale used does matter. Based upon data collected during the Burke Strategic Consulting Group's recent Workforce Perspectives® study, this paper shows how responses to drop-down box, radio button, and fill-in-the-blank survey interfaces can differ significantly from each other. Distributions of responses will differ depending upon the scale used. What might have an ever greater impact on utilization of survey findings is the fact that a radio button scale can drive respondents to more frequently use the same response option.