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

    Welcome

    • Getting Ready to Rock!

    • Access Your Live Sessions Here

  • 2

    The Difference Between a Survey and a Questionnaire

    • Lesson Plan

    • Questionnaire lingo & sources of bias [Lecture]

    • Questionnaire lingo & sources of bias [Slide Viewer]

    • Questionnaire lingo & sources of bias [Slide File Download]

    • Assignment A: Mitigating Known Data Quality Issues due to Response Bias [Action Required]

  • 3

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

    • Lesson Plan

    • Likert scales, Semantic differential scales, Rank order, Constant sum [Lecture]

    • Likert scales, Semantic differential scales, Rank order, Constant sum [Slide Viewer]

    • Likert scales, Semantic differential scales, Rank order, Constant sum [Slide File Download]

    • Assignment B: Explaining it to a Student [Action Required]

  • 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

    • Standard Survey Scales - Examples

  • 7

    Assessment

    • Your Rockstar Status Awaits: Final Assessment

  • 8

    Our Short Feedback Survey

    • Your candid feedback helps us improve

Meet Your Instructor

Amy Anderson

Owner of Solutions Through Research

Amy is the primary research strategist & analyst at Solutions Through Research, LLC which she founded in 2012. In this role, she supports and leads research strategies for a variety of businesses, both B2C and B2B. Amy also regularly works with research firms to fill workstream gaps and has had the pleasure of working on hundreds of studies over the years, both qualitative and quantitative in nature. Prior to Solutions Through Research, Amy was a client-side researcher with Gannett, Inc. (owner of USA Today and many U.S. newspaper/website brands). Her client-side career spanned 11+ years. Amy is a certified insights professional (IPC) through the Insights Association and is a member of QRCA, ASA, and AMA. She earned a B.A. in rhetoric from the University of Illinois, Urbana-Champaign as well as certificates in market research from the University of Georgia and geographic information science & technology from the University of Southern California.

Kathryn Korostoff

Lead Instructor, Research Rockstar Founder

Kathryn Korostoff is president and lead instructor at Research Rockstar, the leading independent provider of market research training and staffing services. With a team of 10 instructors and 100+ vetted US-based consultants, Kathryn works to advance market research and insights excellence so that all market researchers can be research rockstars. She has personally directed more than 600 primary research projects in her 25-year career, and has been a featured speaker at American Marketing Association (AMA), AMAI, ESOMAR, Insights Association (AI), and Quirk’s events. Kathryn is also a professor at Boston University, where she teaches graduate students how to communicate quantitative data.

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.

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