"Preview Version" Questionnaire Design 201: Scale Selection
In this 4-part program, Instructor Amy Anderson covers various ranking and rating scales, including Likert, semantic differential, constant sum, and more.
Getting Ready to Rock!
Lesson Plan
Foundations [Video Lesson]
Foundations [Slide Viewer]
Foundations [Slide File Download]
Project Documentation [Downloadable Job Aid]
Elements of a Good Qre [Downloadable Job Aid]
Mode of Survey Taking Matters [Downloadable Job Aid]
Survey Frequency Influences Design [Downloadable Job Aid]
B2B Considerations for Qre Design [Downloadable Job Aid]
Use this DAP for Quiz A
Quiz A: Choose Questions to Fit the DAP [Action Required]
Quiz B: Question & Data Types [Action Required]
Lesson Plan
All About Scales: A [Video Lesson]
All About Scales: A [Slide Viewer]
All About Scales: A [Slide File Download]
All About Scales: B [Video Lesson]
All About Scales: B [Slide Viewer]
All About Scales: B [Slide File Download]
Scale Decisions Checklist [Downloadable Job Aid]
Checkpoint A: Definitions Review [Action Required]
Checkpoint B: Using Mid-Points: Read and Respond [Action Required]
Lesson Plan
Data Quality Issues [Video Lesson]
Data Quality Issues [Slide Viewer]
Data Quality Issues [Slide File Download]
Where Survey Errors Come From [Downloadable Job Aid]
Tips to Avoid Six Common Errors [ Downloadable Job Aid]
Checkpoint C: All About Response Error [Action Required]
Checkpoint D: Rewriting Agreement Scales: Read and Respond [Action Required]
Lesson Plan
Wrapping It Up [Video Lesson]
Wrapping It Up [Slide Viewer]
Wrapping It Up [Slide File Download]
Final Checks Before Soft Launch [Downloadable Job Aid]
Checkpoint E: Finalizing & Reviewing Questionnaires [Action Required]
Recommended Reading & Viewing
Chapter 6 from The Complete Guide to Writing Questionnaires
Standard Survey Scales - Examples
Data Analysis Plan Example A
Survey Length Planning
Common Rating Scales in Questionnaire Design
Final Checks Before Programming
Course Overview
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.
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 Amy Anderson 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 Amy will also cover scale selection considerations for both online and telephone data collection.
By the end of this course, you will:
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