To measure what different groups think about the use of emotions for their purchase decisions, I asked three different groups to answer to what extend they agree or disagree with about 20 statements. (I used a 5 point likert scale: I completely disagree - disagree - neutral - agree - completely agree)
Now I want to analyse if there is a significant difference between the groups, per statement.
I read that a lot of people stated that ANOVA shouldn't be used because Likert scale data is ordinal. Though, can I use ANOVA anyway changing/quantifying the data?
you can use ANOVA anyway. the important thing for you is that if the varience is homogeneous or not. And then you can start to analyse.
ANOVA should not be used, but you can use cross-tabulation. if you change the scoring as advised by Erin genc you may try ANOVA.
After using summative scaling, you can use ANOVA but please verify the assumptions of normality and equality of variances before applying it.
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