Questionnaire Design 201: Scale Selection

Market Researchers with some survey design experience quickly learn that scale choices are a critical part of the process. The choice, wording and formatting of different scales can have a huge impact on a project’s success.

  • Are the scales too complicated?
  • Are they precise enough to yield actionable information?
  • Will they encourage honest, candid responses?

Survey research has many forms of risk. Social desirability issues, acquiescence bias, extreme response bias, and even just boredom, are all issues. Learn to mitigate the risks by being aware of many scale options, wording choices and formatting tips.

In this 4-week program, Instructor Greg Timpany covers various ranking and rating scales, including Likert, semantic differential, constant sum, and more. The class also delves into decisions related to the choice of even versus odd scales, number of points (5? 7? 10? 11?), and related topics. Instructor Timpany will also cover scale selection considerations for both online and telephone data collection. This class meets once a week for 90-minutes, for 4 consecutive weeks.

[What is a scale? In survey research, we are seeking to quantify respondents’ attitudes or behaviors. The answer options we give are often in the form of a “scale”, which allows us to measure. A common example is the 5-point Importance scale, where respondents are asked to rate items on a scale from, “Not at all important” to “Very important.”]

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Register anytime, attend anytime. Join our virtual classroom (see date options) or watch videos for a self-paced option

Class topics, instructor, dates and times subject to change. Instructor illness, inclement weather and other unexpected events may result in rescheduling.