Does changing the requirements of measurement types and scales used in survey-based research yield different results? An SDG4-aligned quality management experimental study

Abstract

Purpose: The purpose of this management research experimental study is to assess whether or not changing the requirements for the respondents to answer the same closed- and open-ended questions with different types of measurement scales (multiple choice single or multiple response rating scale, different points of Likert scale and ranking scale) yields different results. It investigates empirically and conceptually deciding the right types of measurement scales for more effective/efficient quality assessment and management process at an SDG4-aligned university, which is internationally validated and nationally accredited, in an Arab country.

Design/methodology/approach: The authors have adopted a comprehensive review of the existing interdisciplinary literature of business research methodology, quality management and sustainability in higher education and designed a questionnaire accordingly that assessed the proposed hypotheses. A mixed-methods approach was utilised to capture a profound understanding and analysis of the data gathered through quantitative questionnaires, which were answered via using an experimental approach among two samples of 228 university students, in addition to qualitative interviews for establishing the face/content validity.

Findings: The results revealed that changing the requirements for respondents to answer the same closed- and open-ended questions with different types of measurement scales (multiple choice single/multiple response rating scale, different points of Likert scale and ranking scale) yields similar results. Furthermore, the results indicated that students’ answers from the two samples show no significant differences. Thus, deciding the proper requirement of each question type and measurement scale to be used depends on the research purpose/context and its suitability for the researcher in terms of its benefits and challenges that are discussed in this paper according to various factors (e.g. time, accuracy, efficiency, depth and breadth of needed data).

Practical implications: Consequently, business management researchers and quality management practitioners in similar sustainable higher education institutions can benefit from the fruitful results of this experimental study on how to decide the right measurement scale for assessing management research variables such as the attitudes towards their institutions, which contributes towards enhancing their service quality provided for various stakeholders and sustaining rigorous quality assurance process in their organisations.

Social implications: Higher education institutions in Egypt and universities worldwide can gain insights from the research methodological recommendations of this experimental study on which type of measurement scale to be used while assessing stakeholders’ attitudes towards their universities, which can reinforce their educational quality management process, support their achievement of national/international quality accreditation, contribute towards sustaining the United Nations SDG4 of quality education in their societies and enhance their countries’ worldwide rankings in higher education.

Originality/value: This interdisciplinary article contributes to the fields of business research methodology, quality management and sustainability in higher education through comparing theoretically and practically between different types of measurement scales in survey-based research to address and bridge the apparent research-practice methodological gap of deciding the right types of measurement scales for more effective and efficient sustainable quality management in higher education, which supports the attainment of the sustainable development goal (SDG4) for quality education.