COMMON RATING SCALES

Rating Scales

Closed-ended survey tools that require participants to evaluate abstract concepts like satisfaction, ease of use, or likelihood to recommend. Choosing the correct format is essential to avoid confusing respondents or leading to incorrect decisions.

Open-Ended Questions

Survey questions that allow free responses from participants, with no predefined answer choices.

Closed-Ended Questions

Survey questions that provide predefined answer options. Includes multiple-choice, rating scales, and ranking formats.

Category A: Numeric and Agreement Scales

A category of rating scales that includes Linear Numeric, Likert, Multiple Rating Matrix, and Frequency scales — all focused on measuring quantity, agreement, or frequency.

Category B: Ranking and Choice Scales

A category of rating scales that includes Forced Ranking, Pick Some, Paired Comparison, Comparative Scale, and Fixed Sum — all focused on comparing or prioritizing options.

Category C: Semantic and Adjective Scales

A category of rating scales that includes Semantic Differential, Adjective Checklist, and Semantic Distance scales — all focused on measuring perception through descriptive words.

Category D: Visual and Complex Scales

A category of rating scales that includes Compound Matrix, Pictorial/Graphic, and Visual Analog/Slider scales — all focused on visual or multi-layered data collection.

Linear Numeric Scale

Participants provide a numeric response to measure satisfaction, ease, brand favorability, or feature importance. Endpoints are usually labeled. Examples include the Single Ease Question (SEQ) and the Net Promoter Score (NPS) 0–10 item.

Single Ease Question (SEQ)

An example of a Linear Numeric Scale. A single-item measure used to assess how easy or difficult a task was for a participant.

Net Promoter Score (NPS)

An example of a Linear Numeric Scale. Uses a 0–10 item asking how likely a participant is to recommend a product or service to a friend or colleague.

Likert Scale

Asks participants to indicate their level of agreement or disagreement with multiple statements. Usually formatted as a 5-, 7-, or 9-point scale with labeled response options. Examples include the System Usability Scale (SUS) and the SUPR-Q.

System Usability Scale (SUS)

An example of a Likert Scale. A standardized 10-item questionnaire used to assess the usability of a system.

Multiple Rating Matrix

A compact grid format that presents multiple Linear Numeric or Likert items together in a single table. Efficient for online surveys but can overwhelm respondents if the matrix is too large.

Frequency Scale

Used to understand how often participants perform specific actions. Uses specific numbers (e.g., "every day") or verbal timeframes (e.g., "never," "sometimes," "always"). The frequencies must be strictly sequentially ordered.

Forced Ranking Scale

Participants rank a list of items from most to least important. Prevents respondents from rating everything as highly important. Rule: Keep the list under 10 items and randomize the presentation order to avoid fatigue or errors.

Pick Some / Top Task Scale

Used when a list is too long for forced ranking (more than 10–20 items). Participants select a fixed subset of the most important items (e.g., "Pick your top 5"). Yields similar prioritization results in a fraction of the time.

Paired Comparison Scale

Forces a direct choice between exactly two alternatives, acting as a "mini-rank." Can compare text, images, or videos. Used to determine overall preference or preference on specific attributes.

Comparative Scale / Comparative Intensity

Allows participants to rate both their preference between two options AND the strength of that preference in a single item (e.g., "much better" vs. "slightly better").

Fixed Sum Scale

Respondents allocate a fixed total amount (e.g., 100% or $100) across several categories, forcing them to make genuine trade-offs. Rule: Always display a running total to minimize the math burden on respondents.

Semantic Differential Scale

Assesses where a participant falls on a continuum between two polar opposite adjectives (e.g., "Hot" vs. "Cold"). Challenge: Finding clear, universally understood polar opposites is notoriously difficult in practice.

Adjective Checklist

A randomized list of mixed positive and negative adjectives from which participants select those that apply to their experience. A staple for assessing brand attitude. Example: The Microsoft Desirability Toolkit.

Microsoft Desirability Toolkit

A well-known example of an Adjective Checklist scale used to assess users' emotional reactions and attitudes toward a brand or product.

Semantic Distance Scale

A hybrid between the Adjective Checklist and Semantic Differential. Participants are given a single adjective or phrase and rate their level of intensity toward it, avoiding the need to find perfect polar opposites.

Compound Matrix

A complex grid that uses drop-down lists or text fields (instead of radio buttons) inside a matrix. Allows researchers to collect a large amount of information in a single question. Example: Rating the importance of banking features across multiple device types.

Pictorial / Graphic Scale

Participants respond by selecting pictures instead of numbers. Examples include Amazon's 1–5 star ratings and the Wong-Baker Faces Pain Scale. Particularly effective for participants who have difficulty communicating or who don't speak the survey language.

Wong-Baker Faces Pain Scale

A well-known example of a Pictorial/Graphic Scale used in medical settings. Participants select a face image (0–10) that best represents their level of pain.

Visual Analog Scale (VAS) / Slider Scale

A continuous scale without discrete points. Participants drag a slider to any position between two labeled endpoints (e.g., "Extremely Difficult" to "Extremely Easy"). Allows for more precise, nuanced responses than fixed numeric scales.