What you’ll learn in this course

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-part 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.

By the end of this course, you will:

  • Understand the criteria for selecting scales
  • Choose the best scale type and labeling for different measurement needs
  • Avoid common questionnaire design errors
  • Identify alternatives for cases where standard scales may be inadequate 

As a student, you get lots of helpful videos, readings and reference material.


Take a look inside the course

  • 1


  • 2

    The Difference Between a Survey and a Questionnaire

  • 3

    Likert scales, Semantic differential scales, Rank order, Constant sum

  • 4

    Forced priorities,Simulation, MaxDiff and much more.

    • Lesson Plan

    • Forced priorities, Simulation, MaxDiff and much more [Lecture]

    • Forced priorities, Simulation, MaxDiff and much more [Slide Viewer]

    • Forced priorities, Simulation, MaxDiff and much more [Slide File Download]

    • FANtastic Project Assignment [Action Required]

  • 5

    Even versus odd scale choice, Social desirability bias, and More!

    • Lesson Plan

    • Even versus odd scale choice, Social desirability bias, and More! [Lecture]

    • Even versus odd scale choice, Social desirability bias, and More! [Slide Viewer]

    • Even versus odd scale choice, Social desirability bias, and More! [Slide File Download]

  • 6

    Bonus Resources

    • Recommended Reading & Viewing

    • Chapter 6 from The Complete Guide to Writing Questionnaires

  • 7


    • Your Rockstar Status Awaits: Final Assessment

Meet Your Instructor

Greg Timpany

Market Research Consultant

Greg’s career arc has delved into the world of marketing, analytics and strategy for over 20 years. His expertise bridges the space between the structured world of IT and the creative, customer-centric needs of marketing, sales, product development, and customer service. He is a contributing author to several market research blogs, and has served as an instructor for Research Rockstar and Meredith College. He is a co-founder Off2Market Ltd. and Anova Market Research. His past market research, competitive intelligence, and strategy engagements include Global Knowledge, The Los Angeles Times, Guitar Center, Wilkin Guge Marketing, and Omnitrans. Greg holds undergraduate and graduate degrees from California State University, San Bernardino. He is a distinguished member of Alpha Kappa Psi, Professional Business Fraternity. He can be followed on Twitter @DataDudeGreg.

Frequently Asked Questions

We are committed to advancing the work, and careers, of Market Research & Insights Professionals

  • What is 'hybrid eLearning'?

    Many Research Rocksktar students enjoy the schedule flexibility of our on-demand training format. That's great! But for those seeking an interactive experience with real-time instructor demonstrations and support, nothing beats our real-time sessions! All Research Rockstar courses are offered twice a year in real-time. And 24/7 in the on-demand format.

  • Why memberships?

    Most of our students are working professionals with busy schedules. Sometimes they intend to complete training more quickly than the reality of looming project deadlines allow. With a membership, students have access to all of their classes. No time-outs!

  • Can I get a Free Sample?

    Yes. We offer free previews of 5 courses. Just select the course—or courses—of interest. Be sure to watch a lecture, read a case study or even try a sample quiz.

  • Can I get a group discount?

    Yes. If you have a team of five or more people, please contact sales@researchrockstar.com to ask about volume discounts. We also offer private training for groups either in the virtual classroom or at your location.

Ready to Rock?

Get access to this course and 25+ market research courses with a Backstage Pass membership.

Join Now