“Translating” between survey answer formats
研究提供了市场研究者常用答案格式之间的经验性转换指南，使不同研究的结果更容易比较。
Survey research remains the most popular source of market knowledge, yet researchers have not yet established one consistent technique for measuring responses. Some market research companies offer respondents two answer options; others five or seven. Some answer formats use middle points on the answer scales, others do not. Some formats verbalize all answer options, some only the endpoints. The wide variety of answer formats that market research companies and academic researchers use makes comparing results across studies virtually impossible. This study offers guidance for market researchers by presenting empirical translations for the answer formats they most commonly use, thus enabling easier comparisons of results.