What are the best rating scales to use in a market research survey?

1 Likert scale

A Likert scale is a type of ordinal scale that asks respondents to indicate their level of agreement or disagreement with a series of statements. For example, you might ask your customers to rate how satisfied they are with your product or service on a scale of 1 (strongly disagree) to 5 (strongly agree). A Likert scale is easy to understand, administer, and analyze, and it can capture the intensity of respondents' feelings. However, a Likert scale may also suffer from response bias, such as acquiescence (tendency to agree) or social desirability (tendency to give favorable answers). To avoid these biases, you should use balanced and neutral statements, and include some reverse-scored items.

2 Semantic differential scale

A semantic differential scale is a type of bipolar scale that asks respondents to rate an object, concept, or phenomenon on a pair of opposite adjectives or descriptors. For example, you might ask your customers to rate your brand image on a scale of 1 (unprofessional) to 7 (professional). A semantic differential scale can measure the connotative meaning of an item, and it can reveal the underlying dimensions of respondents' attitudes. However, a semantic differential scale may also be influenced by the choice and order of the adjectives, and it may not capture the nuances of respondents' opinions. To improve the validity and reliability of a semantic differential scale, you should use clear and relevant adjectives, and avoid overlapping or ambiguous terms.

3 Numerical scale

A numerical scale is a type of interval or ratio scale that asks respondents to assign a number to an item based on a predefined range or criterion. For example, you might ask your customers to rate the quality of your product or service on a scale of 1 (poor) to 10 (excellent). A numerical scale can provide a precise and objective measurement of an item, and it can allow for statistical analysis and comparison. However, a numerical scale may also be affected by the framing and anchoring effects, which can influence how respondents interpret and use the numbers. To minimize these effects, you should provide clear and consistent instructions, and use appropriate labels and intervals.

4 Visual analog scale

A visual analog scale is a type of continuous scale that asks respondents to mark a point on a line that represents their level of response to an item. For example, you might ask your customers to indicate how happy they are with your product or service by placing a dot on a line that ranges from very unhappy to very happy. A visual analog scale can capture the subtlety and variability of respondents' feelings, and it can avoid the limitations of predefined categories or numbers. However, a visual analog scale may also be difficult to administer and analyze, especially in online or mobile surveys. To enhance the usability and accuracy of a visual analog scale, you should use a clear and simple layout, and use software or tools that can measure and record the responses.

5 Star rating scale

A star rating scale is a type of graphic scale that asks respondents to select a number of stars or icons that represent their level of satisfaction or preference for an item. For example, you might ask your customers to rate your product or service on a scale of 1 (one star) to 5 (five stars). A star rating scale can appeal to respondents' visual and emotional senses, and it can increase the response rate and engagement of your survey. However, a star rating scale may also be influenced by the cultural and contextual associations of the symbols, and it may not reflect the true diversity and intensity of respondents' opinions. To optimize the effectiveness of a star rating scale, you should use familiar and consistent symbols, and test your scale with your target audience.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?