In this study we make a first step towards filling the above two gaps. We investigate answer format effects for two different constructs (attitudes, intentions) and three formats (binary, ordinal, metric) using a repeat measurement design.
Results indicate that formats lead to the same managerial interpretations with the same reliability; differ in speed and perceived speed while being perceived as equally simple, pleasant, and useful to express feelings. Binary and metric answer formats are found to represent interesting alternatives to the predominantly used ordinal format, especially when speed of completion or the availability of metric data for analyses is essential.