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First published in Quality & Quantity, (Oct 2025) published by Springer Nature. DOI: https://doi.org/10.1007/s11135-025-02436-9

Document Type

Article

Publication Version

Published Version

Keywords

Numerical labels, Questionnaire design, Response scales, Survey methodology, Visual cues

Journal/Book/Conference Title

Quality and Quantity

First Page

1

Last Page

19

Abstract

Previous research highlights the impact of nonverbal cues and visual layouts on respondents’ interpretations and answers to survey questions (Schwarz et al. in Pub Opin Q 55(4):570–582, 1991; Tourangeau et al. in Pub Opin Q 71(1):91–112, 2007; Toepoel and Dillman in Soc Sci Comput Rev 29(2):193–207, 2011). In this study, we investigate the effect of numerical values on responses to five questions measured using 11-point bipolar scales. These questions asked for evaluations of the general impact of climate change and its effects on different groups. Respondents were randomly assigned to scales ranging from 0 to 10, or from − 5 to + 5. The scales were presented horizontally and had identical verbal endpoints anchored as “extremely negative” and “extremely positive”. The experiment was embedded in a cross-national face-to-face survey conducted in Hungary, Portugal, and Great Britain. Contrary to prior research (Schwarz et al. in Pub Opin Q 55(4):570–582, 1991; O’Muircheartaigh et al. J Off Stat 11:295–308, 1995; Tourangeau et al. in Pub Opin Q 71(1):91–112, 2007), our analyses show an opposite trend: the means tend to be consistently and significantly lower for the − 5/+5 scale. The discrepancy between our findings and previous studies suggests that the interpretations of the 0/10 and − 5/+5 scales could be item specific. The implications of these findings and how they fit with previous work are discussed.

Department

Center for Social and Behavioral Research

Original Publication Date

10-31-2025

Object Description

1 PDF File

DOI of published version

10.1007/s11135-025-02436-9

Repository

UNI ScholarWorks, Rod Library, University of Northern Iowa

Copyright

©2025 The Author(s)

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Language

en

File Format

application/pdf

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