Evidence-Based Survey Design: The Use of Ascending or Descending Order of Likert-Type Response Options

Abstract

Survey designers should be aware of response-order effects associated with left-side selection bias, acquiescence bias, and satisficing. A sufficient amount of research has shown that descending-ordered response scales generate more positive responses from respondents than ascending-ordered scales. A simple solution to the inflated data obtained from descending-ordered scales is to present response scales in ascending order. Otherwise, descending-ordered scales should be used with strategies for reducing response-order effects.