정보관리학회지 (Journal of the Korean Society for information Management)

  • 제28권3호
  • /
  • Pages.335-353
  • /
  • 2011
  • /
  • 1013-0799(pISSN)
  • /
  • 2586-2073(eISSN)
한국정보관리학회 (Korean Society for Information Management)
권호 표지
DOI QR코드

DOI QR Code

리커트 5점척도에서 자극에 의한 응답결과의 변화 측정에 관한 연구

A Study on Measuring the Change of the Response Results in Likert 5-Point Scale Measurement

  • Noh, Young-Hee (Department of Library & Information Science, Konkuk University)
  • 투고 : 2011.08.15
  • 심사 : 2011.09.12
  • 발행 : 2011.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구에서는 리커트 5점 척도 설문에 참여했던 응답자들이 특정 자극에 의해 동일한 2차 설문이 주어졌을 때, 본인의 처음 응답결과를 어떻게, 어떤 방향으로 바꾸는지를 측정하고자 하였다. 이를 위해 3개 설문지의 1차, 2차 또는 3차에 걸친 재설문 결과들을 집단간 차이, 자극의 종류, 설문목적의 차이, 응답변화의 방향 및 변화정도의 관점에서 분석하였다. 본 연구를 통해 발견된 연구결과는 다음과 같다. 첫째, 전문가 집단과 일반 집단 중 전문가 집단이 상대적으로 의견을 바꾸지 않는 것으로 유의하게 검증되었다. 둘째, 설문목적에 따른 차이는 없는 것으로 조사되었고, 자극의 종류 중 시스템 사용경험보다는 다른 사람들의 의견이 정보로 주어졌을 때 더 많은 영향을 받는 것으로 나타났다. 셋째, 최초응답에서 긍정적인 답변에 응답했을수록 답변을 바꾸지 않는 것으로 나타났고 부정적인 답변자는 대부분 긍정적인 방향으로 의견을 바꾸는 것으로 유의하게 검증되었다. 넷째, 최초 응답을 바꾸는 경우 응답변화의 폭이 2단계 이상인 경우는 그다지 많지 않고 대부분 1단계 정도 전후로 바꾸는 경향이 있는 것으로 분석되었다. 마지막으로 중간응답자가 의견을 가장 많이 바꾸고 양극단의 경우 의견을 잘 바꾸지 않을 것이라는 예측을 하였으나 부정적인 답변자일수록 의견을 긍정적인 방향으로 바꾸는 것으로 분석되었다.

This study examines how and which direction respondents who participated in 5-point Likert scale surveys change their initial responses when they are given an identical second survey after certain treatments. The research employs three identical questionnaires (first, second and third surveys) to analyze survey results based on group differences, kinds of treatment, survey purposes, and response change direction and the degree. This paper concludes that, first, it is significant that specialist groups do not change their initial responses compared to a general librarian group. Second, there are no differences by survey purpose; however, participants tend to change their initial responses by others' opinions rather than by previous use experiences. Third, participants who initially answered positively tend not to change their responses, and most participants who answered negatively change their initial responses in a positive direction. Fourth, when there are changes, participants change their initial responses by less than two points, and most of them change by one point. Finally, the hypothesis that middle responses change most and that participants who respond at both ends do not change their opinion was rejected by the finding that participants who answered on the negative end tend to change their initial responses in a positive direction.

키워드

참고문헌

  1. Amoo, T. and H. H. Friedman. 2001. "Do numeric values influence subjects' responses to rating scales?" Journal of International Marketing and Marketing Research, 26: 41-46.
  2. Armitage, C. and C. Deeprose. 2004. "Changing student evaluations by means of the numeric values of rating scales." Psychology Learning and Teaching, 3: 122-125. https://doi.org/10.2304/plat.2003.3.2.122
  3. Armstong, R. L. 1987. "The midpoint on a five-point Likert-type scale." Perceptual and Motor Skills, 64: 359-362. https://doi.org/10.2466/pms.1987.64.2.359
  4. Beck, J. 1996. Career anchors, organizational commitment, and job plateaus: An analysis of hotel executive operating committee members' career development. (Doctoral Dissertation, Purdue University, 1996). Dissertation Abstracts International, 58(03). (Publication Number: AAT 9725508).
  5. Becker, S. L. 1954. "Why an order effect." Public Opinion Quarterly, 18: 271-278. https://doi.org/10.1086/266516
  6. Belson, W. A. 1966. "The effects of reversing the presentation order of verbal rating scales." Journal of Advertising Research, 6: 30-376.
  7. Bignami-Van Assche, S. G., G. Reniers, and A. A. Weinreb. 2003. "An assessment of the KDICP and MDICP data quality." Demographic Research, S1(2): 31-76. https://doi.org/10.4054/DemRes.2003.S1.2
  8. Brook, D. and G. J. Upton. 1974. "Primacy effects in single trial free recall." Applied Statistics, 23: 414-419. https://doi.org/10.2307/2347133
  9. Carp, F. M. 1974. "Position effects on interview response." Journal of Gerontology, 29: 581-587. https://doi.org/10.1093/geronj/29.5.581
  10. Church, A. H. 1993. "Estimating the effect of incentive on mail survey response rates: A meta-analysis." Public Opinion Quarterly, 57: 62-79. https://doi.org/10.1086/269355
  11. Cobanoglu, C. B. Warde, and P. J. Moreo. 2001. "A comparison of mail, fax and web-based survey methods." International Journal of Market Research, 43(4): 441-452.
  12. Cummins, R. A. and E. Gullone. 2000. "Why we should not use 5-point Likert scales: The case for subjective quality of life measurement." Proceedings, Second International Conference on Quality of Life in Cities, Singapore: National University of Singapore, 74-93.
  13. Dawes, J. 2008. "Do data characteristics change according to the number of points used? An experiment using 5-point, 7-point and 10-point scales." International Journal of Market Research, 50: 61-77. https://doi.org/10.1177/147078530805000106
  14. De Leeuw, E. D. 1992. Data Quality in Mail, Telephone, and Face-to-face Surveys. Amsterdam: TT Publications.
  15. Dillman, D. A. 1999. Mail and internet surveys: The tailored design method, (2nd Ed.). New York: John Wiley and Sons.
  16. Dillman, D. A. and J. Tarnai. 1988. "Administrative issues in mixed mode surveys." In R. M. Groves, P. P. Biemer, L. E. Lyberg, J. T. Massey, W. L. Nicholls, II & J. Wakesberg (Eds.), Telephone survey methodology (pp. 509-528). New York: Wiley. https://doi.org/10.1177/016327879702000206
  17. Everett, S. A., J. H. Price, A. Bedell, and S. K. Telljohann. 1997. "The effect of a monetary incentive in increasing the return rate of a survey to family physicians." Eval Health Professions, 20: 207-4. https://doi.org/10.1177/016327879702000206
  18. Fox, R. J., M. R. Crask, and J. Kim. 1988. "Mail survey response rate: A meta-analysis of selected techniques for introducing response." Public Opinion Quarterly, 52: 467-491. https://doi.org/10.1086/269125
  19. Friedman, H. H., Y. Wilamowsky, and L. W. Friedman.1981. "A comparison of balanced and unbalanced rating scales." The Mid-Atlantic Journal of Business, 19(2): 1-7.
  20. Garland, R. 1991. "The mid-point on a rating scale: Is it desirable?" Marketing Bulletin, 2: 66-70, Research Note 3. https://doi.org/10.1037/0022-3514.41.3.517
  21. Goldberg, L. R. 1981. "Unconfounding situational attributions from uncertain, neutral, and ambiguous ones: A psychometric analysis of descriptions of oneself and various types of others." Journal of Personality and Social Psychology, 41(3): 517-552. https://doi.org/10.1037/0022-3514.41.3.517
  22. Green, B. F. 1969. "Attitude measurement." In G. Lindzey (Ed.), Handbook of Social Psychology. Cambridge, Mass.: Addison-Wesley. https://doi.org/10.1080/00223980.1977.9915880
  23. Guy, R. F. and M. Norvell. 1977. "The neutral point on a Likert scale." Journal of Psychology: Interdisciplinary and Applied, 95(2): 199-204. https://doi.org/10.1080/00223980.1977.9915880
  24. Hartley, J. and L. R. Betts. 2010. "Four layouts and a finding: The effects of changes in the order of the verbal labels and numerical values on Likert-type scales." International Journal of Social Research Methodology, 13(1): 17-27. https://doi.org/10.1080/13645570802648077
  25. Jacoby, J. and M. S. Matell. 1971. "Three-point Likert scales are good enough." Journal of Marketing Research, 8: 495-500. https://doi.org/10.2307/3150242
  26. James, J. and R. Bolstein. 1992. "Large monetary incentives and their effect on mail survey response rates." Public Opinion Quarterly, 56: 442-53. https://doi.org/10.1086/269336
  27. Komorita, S. S. 1963. "Attitude content, intensity and the neutral point on a Likert scale." Journal of Social Psychology, 61: 327-334. https://doi.org/10.1080/00224545.1963.9919489
  28. Krosnick, J. A. and D. F. Alwin. 1987. "An evaluation of a cognitive theory of response-order effects in survey measurement." Public Opinion Quarterly, 51: 201-209. https://doi.org/10.1086/269029
  29. Kulas, J. T., A. A. Stachowski, and B. A. Haynes. 2008. "Middle response function in Likert-responses to personality items." Journal of Business Psychology, 22: 251-259. https://doi.org/10.1007/s10869-008-9064-2
  30. Likert, R. 1932. "A technique for the measurement of attitudes." Archives in Psychology, 140: 1-55. https://doi.org/10.1037/h0033601
  31. Matell, M. S. and J. Jacoby. 1972. "Is there an optimal number of alternatives for Likert scale items? Effects of testing time and scale properties." Journal of Applied Psychology, 56(6): 506- 509. https://doi.org/10.1037/h0033601
  32. McFadden, L. S. and S. E. Krug. 1984. "Psychometric function of the "neutral" response option in clinical personality scales." Multivariate Experimental Clinical Research, 7: 25-33. https://doi.org/10.1086/267816
  33. Mueller, J. E. 1970. "Choosing among 133 candidates." Public Opinion Quarterly, 34: 395-402. https://doi.org/10.1086/267816
  34. Nicholls, M. R., C. A. Orr, M. Okubo, and A. Loftus. 2006. "Satisfaction guaranteed: The effect of spatial biases on responses to Likert scales." Psychological Science, 17: 1027-1028. https://doi.org/10.1111/j.1467-9280.2006.01822.x
  35. Noh, Y. 2010a. "A study on developing evaluation criteria for electronic resources in evaluation indicators of libraries." Journal of Academic Librarianship, 36(1): 41-52. .
  36. Noh, Y. 2010b. "A study on designing of metadata for constructing the Library Map Information System." Journal of the Korean Society for Information Management, 27(3): 241-264. https://doi.org/10.3743/KOSIM.2010.27.3.241
  37. Noh, Y. 2010c. "A Study on Metadata Elements for Web-based Reference Resources System Developed through Usability Testing." Library Hi Tech, 29(2): 242-265. .
  38. Payne, J. D. 1971. "The effects of reversing the order of verbal rating scales in a postal survey." Journal of the Market Research Society, 14: 30-44.
  39. Payne, S. L. 1951. The Art of Asking Questions. Princeton: Princeton University Press.
  40. Quinn, S. B. and W. A. Belson. 1969. The Effects of Reversing of the Order of Presentation of Verbal Rating Scales in Survey Interviews. London: Survey Research Centre.
  41. Ruggg, D. and H. Cantril. 1944. "The wording of questions." In H. Cantril (Ed.) Gauging public opinion. Princeton: Princeton University Press https://doi.org/10.1086/269282
  42. Schwarz, N. B., H. J. Knauper, E. Hippler, E. Noelle- Neumann, and L. Clark. 1991. "Rating scales: Numeric values may change the meaning of scale labels." Public Opinion Quarterly, 55: 570-582. https://doi.org/10.1086/269282
  43. Schwarz, N., H. J. Hippler, and E. Noelle-Neumann. 1992. "A cognitive model of response-order effects in survey measurement." In N. Schwarz& S. Sudman (Eds.), Context effects in social and psychological research (pp. 187-199). New York: Springer-Verlag. https://doi.org/10.1016/j.learninstruc.2006.09.002
  44. Sedlmeier, P. 2006. "The role of scales in student ratings." Learning and Instruction, 16: 401- 415. https://doi.org/10.1016/j.learninstruc.2006.09.002
  45. Shcuman, H. and S. Presser. 1981. Questions and Answers in Attitude Surveys. New York: Academic Press.
  46. Sheehan, B. K. and J. S. McMillan. 1999. "Response variation in e-mail surveys: An exploration." Journal of Advertising Journal, 39(4): 45-54. https://doi.org/10.1080/03601270600685628
  47. Stewart, T. J., E. Roberts, P. Eleazer, R. Boland, and D. Widland. 2006. "Reliability and validity issues for two common measures of medical students' attitudes toward older adults." Educational Gerontology, 32: 409-421. https://doi.org/10.1080/03601270600685628
  48. Weems, G. H., A. J. Onwuegbuzie, J. B. Schreiber, and S. J. Eggers. 2003. "Characteristics of respondents who respond differently to positively and negatively worded items on rating scales." Assessment and Evaluation in Higher Education, 28: 587-607. https://doi.org/10.1080/0260293032000130234
  49. Wildt, A. R. and M. B. Mazis. 1978. "Determinants of scale responses: Label versus position." Journal of Marketing Research, XV: 261-267.
  50. Worcester, R. M. and T. R. Burns. 1975. "A statistical examination of the relative precision of verbal scales." Journal of Market Research Society, 17(3): 181-197. https://doi.org/10.1177/0013164487471003
  51. Wyatt, R. C. and L. S. Meyers. 1987. "Psychometric properties of four 5-point Likert-type scales." Educational and Phychologicla Measurement, 47: 27-35. https://doi.org/10.1177/0013164487471003
  52. Yammarino, F. J., S. J. Skinner, and T. L. Childers. 1991. "Understanding mail survey response behavior: A meta-analysis." Public Opinion Quarterly, 55: 613-639. https://doi.org/10.1086/269284
  53. Yun, G. W. and C. W. Trumbo. 2000. "Comparative response to a survey executed by post, e-mail, & web form." Journal of Market Research Society, 6(1): 235-239.