Correspondence Between Numerical and Verbal Labels
Correspondence between numerical and verbal labels refers to the extent to which the order of numerical labels matches with the order of verbal labels.
High correspondence which refers to combinations of numerical and verbal labels that match perfectly.
Low correspondence which refers to combinations where the lower numbers are related to positive verbal labels or vice versa, e.g. a scale numbered from 0 to 10 and labelled from ‘‘Good’’ to ‘‘Bad’’;.
Medium correspondence which refers to any other combination of numerical and verbal labels that matches the order of the labels: negative/low and positive/high but not perfectly.
High correspondence which refers to combinations of numerical and verbal labels that match perfectly.
Low correspondence which refers to combinations where the lower numbers are related to positive verbal labels or vice versa, e.g. a scale numbered from 0 to 10 and labelled from ‘‘Good’’ to ‘‘Bad’’;.
Medium correspondence which refers to any other combination of numerical and verbal labels that matches the order of the labels: negative/low and positive/high but not perfectly.
Theoretical arguments
- More negative connotation is attached to negative numbers than positive numbers with the same verbal label (Amoo and Friedman 2001).
- Using only verbal labels or using numbers that reinforce the meanings of the words (Krosnick 1999).*
- Numbers should be selected carefully to reinforce the meaning of the scale points (Krosnick and Fabrigar 1997).*
- Numeric and verbal labels should provide bipolar/unipolar framework to the respondent (O’Muircheartaigh et al. 1995).*
- When bipolar verbal labels are combined with bipolar numeric labels they would reinforce each other to appear clearer to respondents, however bipolar numeric labels move responses toward the positive end (Schaeffer and Presser 2003).*
- A verbal scale with a negative numeric value suggests a more negative interpretation of the verbal scale anchor and results in more positive responses along the scale (Schwarz and Hippler 1995).*
- Match numeric values with the intended conceptualization of the uni- or bipolar dimension, numbers should not be selected arbitrarily because respondents use them to communicate intended meanings (Schwarz et al. 1991).*
Empirical evidence on data quality
YES means that there is an effect on quality either positive or negative impact. NO means that there is no effect.
*DeCastellarnau, A. Qual Quant (2018) 52: 1523. doi: 10.1007/s11135-017-0533-4
- Low correspondence does not impact substantially the responses [Response style through distribution comparison] (Christian et al. 2007b) → NO*
- Lower reliabilities when the lower numbers correspond to higher positive labels [Test-retest reliability] (Rammstedt and Krebs 2007) → YES*
- Low correspondence lowers significantly reliability [True-score MTMM reliability] (Saris and Gallhofer 2007) → YES*
YES means that there is an effect on quality either positive or negative impact. NO means that there is no effect.
*DeCastellarnau, A. Qual Quant (2018) 52: 1523. doi: 10.1007/s11135-017-0533-4
References
Amoo, T., Friedman, H.H. (2001). Do numeric values influence subjects’ responses to rating scales? J. Int. Mark. Marking Res. 26, 41–46.
Christian, L.M., Dillman, D.A., Smyth, J.D. (2007b). The effects of mode and format on answers to scalar questions in telephone and web surveys. In: Lepkowski, J.M., Tucker, C., Brick, M., De Leeuw, E.D., Japec, L., Lavrakas, P.J., Link, M.W., Sangster, R.L. (eds.) Advances in Telephone Survey Methodology, pp. 250–275. Wiley, Hoboken.
Krosnick, J.A.(1999). Survey research. Annu. Rev. Psychol. 50, 537–567. doi: 10.1146/annurev.psych.50.1.537
Krosnick, J.A., Fabrigar, L.R. (1997). Designing rating scales for effective measurement in surveys. In: Lyberg, L.E., Biemer, P.P., Collins, M., De Leeuw, E.D., Dippo, C., Schwarz, N., Trewin, D. (eds.) Survey Measurement and Process Quality, pp. 141–164. Wiley, Hoboken.
O’Muircheartaigh, C., Gaskell, G., Wright, D.B. (1995). Weighing anchors: verbal and numeric labels for response scales. J. Off. Stat. 11, 295–307
Rammstedt, B., Krebs, D. (2007). Does response scale format affect the answering of personality scales? Eur. J. Psychol. Assess. 23, 32–38. doi: 10.1027/1015-5759.23.1.32
Saris, W.E., Gallhofer, I.N.(2007). Design, Evaluation, and Analysis of Questionnaires for Survey Research. Wiley, Hoboken.
Schaeffer, N.C., Presser, S. (2003). The science of asking questions. Annu. Rev. Sociol. 29, 65–88. doi: 10.1146/annurev.soc.29.110702.110112
Schwarz, N., Hippler, H.-J. (1995). The numeric values of rating scales: a comparison of their impact in mail surveys and telephone interviews. Int. J. Public Opin. Res. 7, 72–74. doi: 10.1093/ijpor/7.1.72
Schwarz, N., Knäuper, B., Hippler, H.-J., Noelle-Neumann, E., Clark, L. (1991). Rating scales: numeric values may change the meaning of scale labels. Public Opin. Q. 55, 570–582. doi: 10.1086/269282
Amoo, T., Friedman, H.H. (2001). Do numeric values influence subjects’ responses to rating scales? J. Int. Mark. Marking Res. 26, 41–46.
Christian, L.M., Dillman, D.A., Smyth, J.D. (2007b). The effects of mode and format on answers to scalar questions in telephone and web surveys. In: Lepkowski, J.M., Tucker, C., Brick, M., De Leeuw, E.D., Japec, L., Lavrakas, P.J., Link, M.W., Sangster, R.L. (eds.) Advances in Telephone Survey Methodology, pp. 250–275. Wiley, Hoboken.
Krosnick, J.A.(1999). Survey research. Annu. Rev. Psychol. 50, 537–567. doi: 10.1146/annurev.psych.50.1.537
Krosnick, J.A., Fabrigar, L.R. (1997). Designing rating scales for effective measurement in surveys. In: Lyberg, L.E., Biemer, P.P., Collins, M., De Leeuw, E.D., Dippo, C., Schwarz, N., Trewin, D. (eds.) Survey Measurement and Process Quality, pp. 141–164. Wiley, Hoboken.
O’Muircheartaigh, C., Gaskell, G., Wright, D.B. (1995). Weighing anchors: verbal and numeric labels for response scales. J. Off. Stat. 11, 295–307
Rammstedt, B., Krebs, D. (2007). Does response scale format affect the answering of personality scales? Eur. J. Psychol. Assess. 23, 32–38. doi: 10.1027/1015-5759.23.1.32
Saris, W.E., Gallhofer, I.N.(2007). Design, Evaluation, and Analysis of Questionnaires for Survey Research. Wiley, Hoboken.
Schaeffer, N.C., Presser, S. (2003). The science of asking questions. Annu. Rev. Sociol. 29, 65–88. doi: 10.1146/annurev.soc.29.110702.110112
Schwarz, N., Hippler, H.-J. (1995). The numeric values of rating scales: a comparison of their impact in mail surveys and telephone interviews. Int. J. Public Opin. Res. 7, 72–74. doi: 10.1093/ijpor/7.1.72
Schwarz, N., Knäuper, B., Hippler, H.-J., Noelle-Neumann, E., Clark, L. (1991). Rating scales: numeric values may change the meaning of scale labels. Public Opin. Q. 55, 570–582. doi: 10.1086/269282
