What Is A Rating Scale

As we explore a variety of topics around customer satisfaction, we thought we should back up and answer the question: What is a rating scale?

According to Wikipedia: “A rating scale is a set of categories designed to elicit information about a quantitative or a qualitative attribute. In the social sciences, common examples are the Likert scale and 1-10 rating scales in which a person selects the number which is considered to reflect the perceived quality of a product.”

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Satisfaction Rating Scale Options for Consumer Surveys

Every company and every business needs to know, how satisfied their consumers are with their services and performance. How good or how bad was the customer experience with your brand or company? This is the key information to know and one can use different consumer satisfaction rating scales to get the right answer to the big question. Let’s take a brief look at the different options to choose from.

First of all, let’s understand what type of satisfaction scale ratings are available. There are several options to choose from and each of them has certain pros and cons to offer. Mostly, the rating scales differ by the number of answer options they include. The shortest one is three-item scale and the longest is 11-point scale. So, basically, you can break all the types of rating scales into three main categories: short, medium, and long. Let’s take a look at the basic overview of each of the options you have.

The Shortest Satisfaction Rating Scale

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Satisfaction Scale Is About Understanding Your Customer


Customer Satisfaction Scale

Satisfaction scales are used to measure customer approval on written or Internet surveys. There are several different ways to set up scales, each with their own pros and cons. It is important to choose an appropriate satisfaction scale for the measurement that is being made.

What is a Satisfaction Scale?

Psychologist Rensis Likert invented the basis of the most common satisfaction scale. Sometimes called Likert scales, these questions offer respondents the opportunity to agree or disagree with a given statement. Not all Likert scales are the same because there are advantages and disadvantages to setting them up in various ways.

When asked to respond to a statement, a satisfaction scale may use

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