Rating Scales: A Lack of Drama in 1 Act

It’s easy to ignore research on research in favor of past practices – when people say, “I’m just comfortable with it. So let’s keep it.”

speak see hear no evil

 

By Jeffrey Henning

Act 1 – Setting: A Marketing Researcher’s Office

Charlie: How’d that last survey go?

Jessie: Well, the results were pretty clear that consumers preferred Concept C, but it was so different from what the brand had done before that they went with Concept A instead. The brand managers trusted their gut and their past experience more than the research.

Charlie: That’s too bad. Happens sometimes. Well, let’s see about this new questionnaire you submitted.

Jessie: It’s for a new concept test.

Charlie: OK, here you’re using a numeric scale with just the endpoints labeled. According to Krosnick and Tahk in “The Optimal Length of Rating Scales to Maximize Reliability and Validity”, such scales are less consistent, especially with lower educated participants. Let’s use a five-point fully labeled scale, instead. It’s more reliable, according to the research.

Jessie: Well, I always use the 0 to 10 point scale. I’m just more comfortable with it. So let’s keep it.

Charlie: But the research shows…

Jessie: It’s always worked for us in the past. No need to change.

Epilogue

I have a conversation like the above at least once a week. Researchers aren’t so different from the users of our research. It’s easy to ignore research on research in favor of past practices. That’s why I teamed up with QuestionPro to create this video walking people through best practices for interval rating scales. Enjoy!

 

Comments

Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.

Disclaimer

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

More from Jeffrey Henning

How to Write Like an AI
The Prompt

How to Write Like an AI

Some “tips” so that you can continue to enjoy writing, while pretending to simply be an editor of AI-generated content.

A Festivus for the Rest of Us Respondents
Research Methodologies

A Festivus for the Rest of Us Respondents

Reflecting on how we can improve survey design for respondents.

Aliens vs. Dinosaurs
Brand Strategy

Aliens vs. Dinosaurs

Given the diverse backgrounds of market researchers, there is a real need to continuously train.

Researchers and the Love of Learning
Insights Industry News

Researchers and the Love of Learning

MRII’s survey on how the market research industry is doing in career satisfaction, growth opportunities, and learning preferences.

Sign Up for
Updates

Get content that matters, written by top insights industry experts, delivered right to your inbox.

67k+ subscribers