Measurement in Marketing by Azza Frikha

Author:Azza Frikha
Language: eng
Format: epub
ISBN: 9781119671282
Publisher: Wiley
Published: 2019-10-05T00:00:00+00:00

5.3.1.1.1. Types of item formulation

It is obvious to observe that a variety of item formulations are possible. Weijters and Baumgartner (2012) specify that an item can be formulated either as an affirmation or as a denial of something. Swain et al. (2008) note that since scales are often used to measure the existence of a phenomenon (behavior, attitude, etc.) rather than its absence, most regular items are formulated as affirmations while most reversed items are formulated as negations. Chang (1995) adds that an item can be negative, either by adding “no, etc.” or by a grammatical positive form (this building is poorly designed), however, a grammatically negative sentence (example: I am not sad) is not necessarily a negative item – some words and items have a negative connotation, while others have a positive connotation. Sonderen et al. (2013) observed that in general, in order to reverse an item, it is possible to consider two strategies: the first is to add a negation (example: no), the second is to use opposite words (example: large versus small). Swain et al. (2008) find that to reverse an item, it is possible to reverse its linguistic polarity, which refers to the fact that the item acquires either a positive polarity (an affirmation) or a negative polarity (a negation). Weijters and Baumgartner (2012) add that several types of negations are possible (verb negation, adjective negation, etc.) and reversed items can be formulated in different ways. As an illustration, they note that a reverse item can be defined as an item whose meaning is opposite to the standard of understanding chosen (construct, item, respondent). Faced with the different potential definitions of a negative (or even reversed) item, Chang (1995) notes that a positive or negative label implies a value judgment that is difficult to generalize across time and cultures. He proposes instead the terminology of a coherent or incoherent item with the majority of items on a scale.

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