What is the impact of using 4-, 5-, 7-, 10-, and 100-point scales on the internal consistency and reliability of survey data? Does the inclusion or exclusion of a neutral point have an impact on respondents’ evaluation of products or constructs? The presenters extend earlier research by comparing differences in response styles and scale reliabilities using multiple measurement scales. They also examine the impact of dropping or retaining the neutral point in Likert-type scales, and address guidelines for designing global surveys that yield more reliable results.