Re-categorizing multi-categorial responses into binary responses using the midpoint as

splitting point is
standard practise (e.g. in Jacoby & Matell, 1971; Percy, 1976).
We test whether the
assumption that respondents translate from ordinal to binary responses using the midpoint as
cut-off point is legitimate and whether the prediction of binary answers via cut-off points is
equally good over all fast food chains and attributes.

Jacoby, J. & Matell, M. S. (1971). Three-point Likert scales are good enough. Journal of
Marketing Research, 8(4), 495-500.
Percy, L. (1976). An argument in support of ordinary factor analysis of dichotomous
variables. In B. B. Anderson (Ed.), Advances in Consumer Research (Volume III). Ann
Arbor, MI: Association for Consumer Research.