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I agree with Michael in that true validity of using this type of self-administered questionnaire really depends on how focused your questions are. As you've said, the research does not appear to find a clear winner with regards to the number of choices. Interpreting the data can also be done in a number of ways. Sometimes looking at mode instead of the mean ...


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There seems to be plenty of research around this particular topic, and not surprisingly it has been covered in a number of different psychology and marketing research papers (just google "optimal number of choices in a Likert scale"). Unfortunately, it is not easy to decide on what is the optimal number of choices because there are a number of different ...



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