What kind of scale does the Loyalty Research Center use and why?
The Loyalty Research Center recommends using a 5-point Likert performance quality scale with verbal label anchors of Excellent, Very Good, Good, Fair, and Poor. The selection of this particular scale for measuring provider performance is based on considerable testing of a wide variety of scale types in terms of ease of respondent use and understanding, response validity, response discrimination, as well as ability to meet statistical analysis criteria for results interpretation. On all criteria, the 5-point label anchored scale tested as good as if not better than other scales that are commonly used. Similar, rigorous testing, revealed the 5-point label anchored (Strongly Agree to Strongly Disagree ) Likert scale for capturing multi-item image perceptions to be the preferred response option.
