This project deals with the psychometric properties of verbal scale point labels (VSPL) used in rating scales, looking at 5 VSPL types, i.e., words/expressions for Frequency (e.g.: often, rarely), Intensity (e.g., very, quite), Probability (e.g., certain, unlikely), Quality (e.g., good, poor), Response to statements (e.g., agree, disagree).

SUB STUDIES:
<A> Category scale rating of 5x20=100 VSPLs in various contexts;
<B> Comparison of category and magnitude scaling outcomes;
<C> Cross-national extension (currently underway).

The category scaling tasks included allocation of words to numbers (WN) and numbers to words (NW); the magnitude estimations were based on two modalities, numbers (MN) and lines (ML). The VSPLs were presented in 3 different contexts: as expressions of Noise annoyance <N> or Job satisfaction <J> or context-free <C> .

For a project report focussed on the data collection in substudies <A> and <B>, conducted in Australia, click vqs-report. To see selected results which are relevant for the construction of 5-point scales, based on task "NW", click vqs-dat.

The results will be utilized for the construction of improved response scales for questionnaires/survey research. The core aim of the project is to facilitate the development of scales which maximize data quality as well as communicative virtues.

Detailed results from studies [A] and [B] were submitted for publication in 2009. Selected pretest findings applied to noise annoyance research can be found in Rohrmann, B. (1998),  "The use of verbal labels in noise annoyance scales"; in: Carter, N. (Ed.), Noise as a public health problem, Sydney: Noise Effects. '98, 523-527.

The first section of Study [C] was focused on a Chinese~English comparison of verbal scale point labels, in collaboration with Prof. Au and Prof. Taylor from the Chinese University of HongKong (data collection in 2005). For a report about the HongKong experiments and findings click vqh-report. A detailed journal article,"Developing equivalent Chinese and English scale point labels for rating scales used in survey research" by W. Au, B. Rohrmann & P. Taylor has been accepted by the Asian Journal of Social Psychology and will be published in 2010. 

A further German/English study is under consideration, in collaboration with psychologists from the University of Bochum, Germany.

Professor Bernd ROHRMANN, via
Psychological Sciences, University of Melbourne, Victoria 3010, AUSTRALIA
Phone:  +61 3 93479966    E-Mail:  mail@rohrmannresearch.net  
WebSite:  http://www.rohrmannresearch.net   .