The two-step branched Likert scale yields results closer to what is achieved through a ranking exercise.
Using the traditional Likert scale, one would conclude that low prices are the least important factor among the five rated among Hispanic consumers.
For non-Hispanic consumers the two-step rating sequence also yields results more consistent with a ranking question, although the risk of reaching a substantially different conclusion is not as severe as appears to be the case among Hispanic consumers.
In our latest report, Using Scales in Hispanic Survey Research, we tested different types of questioning methodologies to see if how questions are asked really makes a difference in the results:
Explore the methodology we used.
Understand the different types of scales available.