Abstract: The usage of Likert-type scales has become widespread practice in current IS research. Those scales require individuals to choose between a limited number of choices, and have been criticized in the literature for causing loss of information, allowing the researcher to affect responses by determining the range, and being ordinal in nature. The use of online surveys allows for the easy implementation of continuous rating scales, which have a long history in psychophysical measurement but were rarely used in IS surveys.
Introduction: The concept of measurement is fundamental to all empirical social science research, including Information Systems and closely related disciplines such as Marketing and Psychology. Given its widespread and frequent application in countless studies, it seems peculiar that Allport and Kerler caution that „measurement is perhaps the most difficult aspect of behavioral research‟. The classic definition of measurement was given by Stevens (1946), who described it as the assignment of numerals to events or objects according to rules. This definition has been criticized over the last few decades, as for instance by Mitchell, who argues that there is a difference between the traditional understanding of measurement in the natural sciences and Steven‟s definition.
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