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    The Effect of Response Alternatives in Likert Type Scales Used Marketing Research on Reliability
    (İbrahim APAK, 2023) Baran, Tamer; Efendioğlu, İbrahim Halil; Özkan, Bekir; Koç, Fatih
    The reliability of the scales used in studies in the field of marketing is of great importance in terms of the healthy results to be obtained. Different values are considered in testing the reliability of these scales. The most commonly used method among these is the calculation of Cronbach Alpha values. The different methods used in the study structure and data collection can affect the results of these values. The aim of this study is to determine whether the response alternatives in Likert type scales used in marketing research cause a change in the Cronbach Alpha coefficients. In this direction, 347 articles ranked in the ULAKBIM index and published in two journals in marketing in Turkey were examined. These articles were examined by the authors of the study using the content analysis method. 197 articles were analyzed, which collected data by questionnaire method, presented Cronbach's Alpha coefficient and used 5-point (470 scale) and 7-point (140 scale) Likert type scales. The obtained data were tested using descriptive analysis and Independent Samples T-Test. The findings revealed that the alpha coefficient mean of the scales with 7 answer alternatives was higher than the mean with 5 answer alternatives, but this difference was not statistically significant. According to the findings of the study, various suggestions were made to researchers.