Reverse Scoring of items

It is always a dilemma on having reversed item in the survey questionnaire. Many feel that it is required to keep in check if the respondent answers in an auto mode. However, does it reduce the response bias is always a question. Reversed items have been found to create problem during analysis (such as factor analysis). There are a few researches done on this issue. Please read this article on Misresponse to reversed likert items

Journal of Marketing Research, 116 Vol. XLV (February 2008), 116–131