On the limits of research rigidity: the number of items in a scale

Abstract

Deciding whether to use singleversus multi-item scales remains a controversial topic (Bergkvist 2015; Bergkvist and Roberts 2007; Kamakura 2015). Much of the fervor behind the singleversus multi-item scale discussion stems from an understandable desire to (a) find the Bright^ answer and (b) to automate and standardize research methods. Unfortunately, there rarely, if ever, is an approach that strictly dominates all others. All approaches have pros and cons—i.e., highlight some things well and leave others in the shadows. Here, we discuss some of the pros and cons of using singleversus multi-item scales, arguing against employing rigid rules and for a goal-directed and flexible measurement approach.