While at Vovici, we believe that the 5- and 7-point scales are optimal, we are constantly evaluating other scales, especially those designed for a research objective. Others believe that a 5-point scale is not granular and can lead to distorted results. For example, some believe that respondents will never consider something like “five,” leading to a prevalence of “four” ratings (mixing those who are really very happy with those who are just a little satisfied). Using a 10-point scale avoids this topping effect. Still, some think that an 11-point scale has advantages – think that scales with fewer points are more sensitive to degree inflation. The scales can be unipolar or bipolar. Unipolar scales refer to the presence or absence of an attribute. They are generally shorter and weigh less on respondents than bipolar scales. This makes it an ideal choice for surveys, especially for those who may have cognitive load problems.
Customer satisfaction can be measured 20s. For example, the type of survey question on the Likert scale depends on the nature of the answers you want from the survey. Likert scales play a crucial role in assessing a respondent`s attitude towards a product, service or idea. They are widely used to capture attitudes, emotions and reactions. If it doesn`t make sense to “measure” negative effectiveness in your survey question, this five-point Likert scale is fine. While the Likert scale is essentially a matter of scale evaluation, consider using definitive adjectives and adverbs for your labels. Without a label, a respondent may ask which option is positive and which page is negative. For example, if you ask someone to rate your service, you can simply list numbers 1 to 5 as options. While it is clear that 5 is better than 1, this is still the best way to include a description with the numbers (or in the question) to make it clear to the respondent.
The good thing about Likert scales is that there is a more nuanced understanding of feedback, with different degrees of opinion instead of a simple yes/no result. Market research may often be considered “crazy” by our colleagues in other departments, but when I talk about bipolar and unipolar language, I am not referring to a psychiatric disorder. Instead, I think of scales, the often used measurements of attitudes and perceptions that we create as survey authors to find out what our clients, stakeholders and employees think. Bipolarity and unipolarity are among the formal characteristics of the concept, which is requested in a request for response. Bipolar concepts have two opposite sides.