Reversal of scale endpoints is helpful in order to change the results to more closely match the research objectives. If the objectives are met, the client will have greater satisfaction and will likely use the services of the research firm again.

Question

Quizplus · Accepted Answer

Reversing scale endpoints to manipulate results is unethical and can lead to misleading conclusions, which undermines the integrity of the research and can damage the research firm's reputation.

Reversal of Scale Endpoints Is Helpful in Order to Change