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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 ...


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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