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 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. Your instructor 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
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1
Welcome
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Getting Ready to Rock!
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Access Your Live Sessions Here
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2
Foundations
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Lesson Plan
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Foundations [Lecture]
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Foundations [Slide Viewer]
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Foundations [Slide File Download]
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Use This DAP for Assignment A & Quiz A
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Assignment A: Tetrix Pet Foods [Action Required]
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Quiz A: Choose Questions to Fit the DAP [Action Required]
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3
All About Scales
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Lesson Plan
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All About Scales [Lecture]
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All About Scales [Slide Viewer]
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All About Scales [Slide File Download]
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Assignment B: Mitigating Known Data Quality Issues Due to Response Bias [Action Required]
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4
Data Quality Issues
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Lesson Plan
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Data Quality Issues [Lecture]
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Data Quality Issues [Slide Viewer]
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Data Quality Issues [Slide File Download]
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FANtastic Project Assignment [Action Required]
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5
Wrapping It Up
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Lesson Plan
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Wrapping It Up [Lecture]
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Wrapping It Up [Slide Viewer]
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Wrapping It Up [Slide File Download]
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6
Bonus Resources
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Recommended Reading & Viewing
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Chapter 6 from The Complete Guide to Writing Questionnaires
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Standard Survey Scales - Examples
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Data Analysis Plan Example A
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Survey Length Planning
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Common Rating Scales in Questionnaire Design
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7
Assessment
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Your Rockstar Status Awaits: Final Assessment
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8
Our Short Feedback Survey
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Your candid feedback helps us improve
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Meet Your Instructor

Amy Anderson
Owner of Solutions Through Research

Kathryn Korostoff
President, Lead Instructor Research Rockstar Training and Staffing
Frequently Asked Questions
We are committed to advancing the work, and careers, of Market Research & Insights Professionals
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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.
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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!
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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.
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Can I get a group discount?
Teams of 5 or more students are offered team pricing. For more information, please see our Team Pricing page.