Scaling of response scale adverbs among black-American adults

Although some attention has been given to the scale characteristics of modifying adverbs in Likert scales, the existing work has been concerned primarily with majority group members. Toward the goal of identifying valid labels for use on Likert scales with black-American respondents, 105 black-American adults scaled each of 27 adverbs (e.g., very, most) on four different adjectives (e.g., important). Four criteria for a set of ideal adverbs were identified for univalent scales. No set of four adverbs, however, met the criteria. Differences in the mean ratings of eight of the adverbs were found by sex group and across the four adjectives modified. The adverbs were not scored at the extremes of the continuum, despite our asking the respondents to rate the adverbs used to define the end points of the continuum. High variances were found across all adverbs. Further research must address the respondents' perceptual frame in the use of such scales.