Rating-Scale Labeling in Online Surveys: An Experimental Comparison of Verbal and Numeric Rating Scales with Respect to Measurement Quality and Respondents' Cognitive Processes

Abstract

Unlike other data collection modes, the effect of labeling rating scales on reliability and validity, as relevant aspects of measurement quality, has seldom been addressed in online surveys. In this study, verbal and numeric rating scales were compared in split-ballot online survey experiments. In the first experiment, respondents’ cognitive processes were observed by means of eye tracking, that is, determining the respondent’s fixations in different areas of the screen. In the remaining experiments, data for reliability and validity analysis were collected from a German adult sample. The results show that respondents needed more fixations and more time to endorse a category when a rating scale had numeric labels. Cross-sectional reliability was lower and some hypotheses with respect to the criterion validity could not be supported when numeric rating scales were used. In conclusion, theoretical considerations and the empirical results contradict the current broad usage of numeric scales in online surveys.