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Every researcher who has ever designed a survey has run into the same question: should you treat Likert data as ordinal versus interval? It is one of the most debated topics in social science statistics, psychology, marketing research, and any field that relies on attitude measurement. Dissertation advisors give conflicting advice, textbooks sometimes disagree, and … Read more

You sit down to review your survey results, and something looks off. Respondents who rated your product highly on “I enjoy using this product” also agreed strongly with “I find this product frustrating to use.” The data contradicts itself, and you are left wondering whether people actually read the questions. This scenario plays out constantly … Read more