Validity of the checkbox method: a new scale for quantification of response cost

Abstract In the checkbox method, participants check boxes in a grid of 10 × 10 checkboxes on a web page by pointing the mouse on each box and clicking. Each box is numbered from 1 to 100 and it is only possible to check them in order. This method is useful for quantitatively measuring the extent to which respondents are willing to pay a cost, such as the willingness to help or to express gratitude. It needs to be tested whether the checkbox method of measurement shows similar results to traditional methods such as the Likert scale in contexts not directly related to cost. However, no studies have compared the results of a Likert scale with those of a checkbox scale in such a context. We asked participants to complete both a Likert scale and a checkbox scale of the Big Five personality traits using the TIPI-J and investigated relationships between the scales. Despite the time-consuming nature of the responses, there were statistically significant correlations between the number of boxes checked and the Likert scale scores, which revealed that the checkbox method can measure the Big Five personality traits correctly to some extent.