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The measurement of decisions requiring a comparison between alternatives could be improved for researchers because limitations exist with the more traditional survey techniques. To address this concern, the purpose of this review centered on discussing the merits of the forced-choice certainty method against those offered by single-stimulus Likert scale and forced-choice survey instruments. Few reviews have used the forced-choice certainty method to test topics which involve comparison and to gather accurate information on consumers, commercial products and services, and other important issues of public debate. This has occurred due to some negative literature on forced-choice surveys and preferences shown for the various reliability and validity statistics that can be easily produced with single-stimulus Likert-scale instruments. Ultimately, this work attempts to help researchers better understand the contribution that the forced-choice certainty method can make and showcase it as a product resulting from the merger of both forced-choice and Likert-scale instruments.
The author is with the Dept. of Kinesiology, Louisiana State University, Baton Rouge, LA.