Web Survey Bibliography

Title Rating versus Comparative Trade-off Measures
Author Thomas, R. K., Behnke, C. S., Johnson, A. M.
Source The American Association for Public Opinion Research (AAPOR) 59th Annual Conference, 2004
Year 2004
Access date 30.06.2004
Abstract Thomas and Shaeffer (2003, AAPOR) discovered only minimal criterion-related validity for values obtained using ranking tasks but substantial criterion-related validity for values obtained using rating tasks. We sought to replicate and extend these findings in two additional studies. In Study 1, we had respondents from 8 different countries participate in 5 language versions of a web-based survey. We asked respondents to either rate or rank the amount of support they had for a series of political issues. We found comparable results as obtained by Thomas and Shaeffer (2003), with rating tasks yielding significantly higher validity coefficients than did ranking tasks. In terms of respondent reactions, ranking was perceived as significantly more difficult and less accurate than rating tasks. Study 2 was conducted with U.S. respondents using a web-based survey and compared rating, ranking, constant sum, and paired comparison tasks for evaluating political issues. We replicated the Study 1 findings in terms of validity and respondent reactions to the ranking and rating tasks. In addition, constant sum tasks appeared to be similar to ranking tasks while paired comparison measures appeared to be distinctly different.
Year of publication2004
Bibliographic typeConferences, workshops, tutorials, presentations
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Web Survey Bibliography - Thomas, R. K. (64)

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