Measuring Extreme Response Style

Eric A. Greenleaf

368 citations0/0 files storedPublic Opinion Quarterly

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Survey Methodology and Nonresponse Psychometric Methodologies and Testing Survey Sampling and Estimation Techniques

Abstract

Research on extreme response style (ERS) in rating scale responses has been characterized by conflicting findings and little agreement over how to assemble and validate ERS measures. This article proposes that, when ERS is defined as a proportion of extreme responses, an ERS measure will be more accurate if the items are uncorrelated and have equal extreme response proportions. Furthermore, appropriate stochastic models should be used to assess the internal reliability and convergent validity of these measures. An ERS measure is created and validated with this method, using items from a survey administered in 1975 and 1987 to large samples of U.S. adults serving on a consumer panel. We find that ERS is stable over a lengthy survey compared to a benchmark stability for a “perfect” measure. Furthermore, the distribution of ERS over this population is stable over time. Respondents' ERS is related to their age, education level, and household income but not to their gender.

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References

1969Statistical Theories of Mental Test Scores 1962Applied Statistical Decision Theory 1976Cross-Cultural Universals of Affective Meaning 1986Response Effects in the Electronic Survey 1976Causal Models in the Social Sciences.1984Yea-Saying, Nay-Saying, and Going to Extremes: Black-White Differences in Response Styles 1992Improving Rating Scale Measures by Detecting and Correcting Bias Components in Some Response Styles 1968Personality attributes associated with extreme response style.

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