Questions that have quantitative or true/false answers are best measured in a slightly different way. Rating scales are used to measure the respondent’s perception. These options can take the place of a central, neutral button on a five-point scale. These options prevent introducing bias into the survey by forcing customers to state an opinion when the question doesn’t apply to them or is not important to them. Some survey questions are served well by a “don’t know” or “doesn’t concern me” option. However, one disadvantage of these “even scales” is that they make it hard to measure evolving customer satisfaction. A four-point measuring scale eliminates the neutral, central point and forces survey takers into stating an opinion one way or the other. Between four and ten options are typical, with five being the most common choice.įour-point measuring scales are useful in some cases, though. Too few options may not capture the true opinions of users. Too many options leads to a less meaningful distinction between choices. Some scales use both numbers and semantic terms to decrease confusion. A typical Likert scale uses five measures and the numbers one through five or a range from “strongly agree” to “strongly disagree” with a neutral position in the middle. In order to obtain a usable result, at least three options must be available. Many Likert scale questionnaires use semantic differentials but not all of them do. However, a semantic differential question is one where two opposite choices are available. Some people use semantic simply to denote the use of words over numbers. A semantic scale uses opposite statements on either end of the scale, such as “strongly agree” versus “strongly disagree.” The midpoint of both scales is usually neutral. A digital scale uses numbers, usually with lower numbers representing a less positive response and higher numbers indicating a more positive response. When asked to respond to a statement, a satisfaction scale may useĮither a digital or a semantic measure. Not all Likert scales are the same because there are advantages and disadvantages to setting them up in various ways. Sometimes called Likert scales, these questions offer respondents the opportunity to agree or disagree with a given statement. Psychologist Rensis Likert invented the basis of the most common satisfaction scale. It is important to choose an appropriate satisfaction scale for the measurement that is being made. There are several different ways to set up scales, each with their own pros and cons. Satisfaction scales are used to measure customer approval on written or Internet surveys.
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