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Web Survey Bibliography

Title The Reliability and Validity of Alternative Customer Satisfaction Measurement Scales in PC Web and Mobile Web Environments
Year 2012
Access date 30.08.2012

Increasing numbers of respondents opt to take their web-based surveys on their smartphones. This raises questions about sampling, about comparing results across modalities, and about questionnaire design. We focus on the latter two topics, seeking to discover valid, reliable ways of measuring customer satisfaction which, ideally, also yield comparable results across PC-web and mobile web respondents.
Using a multi-cell and test-retest research design, we examine four different customer satisfaction scales
• A standard fully-anchored five-point unipolar rating scale
• The D-T (Delighted-Terrible) scale with seven scale points and two off-scale responses (Westbrook 1980)
• An 11-point percentage of satisfaction scale with points labeled from 0% to 100%
• A binary scale that may lend itself better to a mobile web environment.
In different cells we show these scales in horizontal and vertical format.
Using this design we compare the scales in terms of:
• Completion rates
• Similarity of PC web and mobile web responses
• Construct validity
• Criterion validity (both the ability to be well-predicted by attributes/antecedents of satisfaction and the ability to predict consequents of satisfaction like intentional loyalty)
• Test-retest reliability
• Self-reported respondent experience
• Perceived and actual survey length

Access/Direct link

Conference Homepage (abstract)

Year of publication2012
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography - The American Association for Public Opinion Research (AAPOR) 67th Annual Conference, 2012 (50)