Take a look inside the course

    1. Getting Ready to Rock!

    2. Exclusive Instructor-led Live Events (Zoom)

    1. Module 1 Lesson Plan

    2. Foundations [Video Lesson]

    3. Foundations [Slide Viewer]

    4. Foundations [Slide File Download]

    5. Questionnaire Design: Documentation [Downloadable Job Aid]

    6. Elements of a Good Qre [Downloadable Job Aid]

    7. Mode of Survey-Taking Matters [Downloadable Job Aid]

    8. Survey Frequency Influences Design [Downloadable Job Aid]

    9. B2B Qre Design Considerations [Downloadable Job Aid]

    10. Question Types & Measurement Scales for Survey Research [Downloadable Job Aid]

    11. Consider Data Type Needed When Selecting Question Types [Downloadable Job Aid]

    12. Use this DAP for Quiz A

    13. Quiz A: Choose Questions to Fit the DAP [Action Required]

    14. Quiz B: Question & Data Types [Action Required]

    1. Module 2 Lesson Plan

    2. All About Scales M2A [Video Lesson]

    3. All About Scales M2A [Slide Viewer]

    4. All About Scales M2A [Slide File Download]

    5. All About Scales M2B [Video Lesson]

    6. All About Scales M2B [Slide Viewer]

    7. All About Scales M2B [Slide File Download]

    8. Scale Decisions Checklist [Downloadable Job Aid]

    9. Checkpoint A: Definitions Review [Action Required]

    10. Checkpoint B: Using Mid-Points: Read and Respond [Action Required]

    1. Module 3 Lesson Plan

    2. Data Quality Issues [Video Lesson]

    3. Data Quality Issues [Slide Viewer]

    4. Data Quality Issues [Slide File Download]

    5. Where Do Survey Errors Come From [Downloadable Job Aid]

    6. Tips to Avoid Six Common Bias Errors [Downloadable Job Aid]

    7. Memories Are Not Precise [Downloadable Job Aid]

    8. Checkpoint C: All About Response Error [Action Required]

    9. Checkpoint D: Rewriting Agreement Scales: Read and Respond [Action Required]

    1. Module 4 Lesson Plan

    2. Wrapping It Up [Video Lesson]

    3. Wrapping It Up [Slide Viewer]

    4. Wrapping It Up [Slide File Download]

    5. Final Checks Before PreTesting [Downloadable Job Aid]

    6. Checkpoint E: Finalizing & Reviewing Questionnaires [Action Required]

    1. Recommended Reading & Viewing

    2. Chapter 6 from The Complete Guide to Writing Questionnaires

    3. Standard Scale Examples

    4. Sample Data Analysis Plan

    5. Survey Length Planning

    6. Common Rating Scales in Questionnaire Design

    7. Final Checks Before Programming

About this course

  • 50 lessons
  • 2 hours of video content

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.

  • 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-module course, 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.

Upon course completion, students 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.

Watch the preview below.


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.

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