Thanks to SmartSurvey, our communication strategy is making us stand out from the crowd. By using SMS, asking the right questions and acting on results, IKEA is one step ahead of the competition.
Rating Scale Questions
Rating Scale Questions
Rating questions are a popular type of question used in questionnaires and other feedback gathering methods. A popular type of survey question, they ask respondents to rate their level of agreement, satisfaction, or other metric on a numerical scale. You can find a range of types of rating scale, although rating questions are commonly measured on a 5, 7 or even a 10-point scale (see also: Likert scale and semantic dfferential scale). Here is an example of a 5-point rating scale question:
How helpful was the content presented at our event?
- Extremely helpful
- Very helpful
- Somewhat helpful
- Not very helpful
- Not at all helpful
Different things can be measured with these questions, such as how happy people are with a service or product, their perception of value for money, the usefulness of a staff presentation, and so on.
Pros and cons of rating questions
While rating questions can be a valuable tool for collecting feedback, they also have their strengths and weaknesses, and their use must be carefully considered in different contexts.
Strengths of rating questions
Ease of use: Rating questions are relatively easy to understand and answer, which can increase response rates and reduce survey fatigue.
Quantitative data: Rating questions produce numerical data that can be analysed quantitatively. This data can be easily summarized, compared, and analysed using statistical methods.
Consistency: Rating questions use a standardized scale, which ensures that responses are consistent and can be compared across respondents and surveys.
Versatility: Rating questions can be used in a wide range of contexts and for various purposes, such as measuring customer satisfaction, employee engagement, or patient experience.
Weaknesses of rating questions
Limited insights: Rating questions provide only limited insights into respondents’ experiences, opinions, or attitudes. They may not capture the nuances and complexity of certain issues or situations.
Lack of context: Rating questions do not provide context for the responses, which can make it difficult to interpret the results. For example, a high rating may not necessarily indicate overall satisfaction if the respondent had low expectations to begin with.
Social desirability bias: Respondents may be influenced by social desirability bias, meaning they may provide responses that they believe are more socially acceptable or favourable, rather than their true feelings or experiences.
Reliability: If respondents are in a hurry or lose interest in the questionnaire, they may just assign an average score to each of the items without actually looking at them. Also, people often have “tactics” when it comes to completing these types of questions. Very few, for instance, will ever assign the highest or lowest score.
Rating scale questions examples
Customer surveys:
On customer feedback questionnaires, rating questions are often used to measure overall satisfaction with a product, service, or experience.
- On a scale of 1-10, how satisfied are you with your recent purchase?
Example 10-point scale: Very satisfied – 1 2 3 4 5 6 7 8 9 10 – Very unsatisfied
- Please rate your agreement with the following statement, “[Company] made it easy for me to resolve my issue”
Example 5-point scale: Strongly agree | Agree | Neither agree nor disagree | Disagree | Strongly disagree
- How often do you purchase a newspaper?
Example 4-point scale: Daily, Weekly, Occasionally, Never
Employee surveys:
On employee feedback questionnaires, rating questions are often used to measure engagement, motivation, or job satisfaction.
- On a scale of 1 to 5, how likely are you to recommend our company as a great place to work?
Example 5-point scale: Very likely | Somewhat likely | Undecided | Somewhat unlikely | Very unlikely
- How relevant was the content of the training to your job responsibilities?
Example 5-point scale: Very relevant, somewhat relevant, neutral, somewhat irrelevant, completely irrelevant
- Please rate your agreement with the following statement, “Employees are given all the resources required to do a great job”
Example 5-point scale: Strongly disagree | Disagree | Neither agree nor disagree | Agree | Strongly agree
Healthcare surveys:
On healthcare questionnaires, rating questions are often used to measure patient experience and satisfaction with care.
- On a scale of 1-10, how likely are you to recommend our GP practice to a friend or family member?
Example 10-point scale: Very likely – 1 2 3 4 5 6 7 8 9 10 – Very unlikely
- In the past year, how frequently did you visit your dental practice?
Example 6-point scale: Never | 1 | 2 | 3 | 4 | More than 4 times
- Please state your level of satisfaction with our appointment-booking system
Example 5-point scale: Very satisfied | Satisfied | Neutral | Unsatisfied | Very unsatisfied
Hospitality surveys:
- On a scale of 1 to 5, how would you rate the cleanliness of your hotel room?
Example 5-point scale: Excellent | Good | Average | Poor | Terrible
- How likely are you to recommend our restaurant to a friend or family member?
Example 5-point scale: Very likely | Somewhat likely | Undecided | Somewhat unlikely | Very unlikely
- Please rate your agreement with the following statement, “the conference venue influenced my decision to attend today”
Example 4-point scale: Strongly disagree | Disagree | Agree | Strongly agree
Education surveys:
- On a scale of 1 to 5, how would you rate your relationship with your form tutor?
Example 5-point scale: Excellent | Good | Average | Poor | Terrible
- How would you rate the effectiveness of the instructor in delivering the course material?
Example 10-point scale: Very effective – 1 2 3 4 5 6 7 8 9 10 – Very ineffective
- In the last school year, how often did you access student information using the school intranet?
Example 5-point scale: Daily, Weekly, Monthly, Rarely, Never
Community surveys:
- On a scale of 1 to 5, how safe would you feel walking in your neighbourhood after dark?
Example 5-point scale: Very safe | Generally safe | Neither safe nor unsafe | Generally unsafe | Very unsafe
- In the past 12 months how often have you used local public transport?
Example 4-point scale: Frequently (at least once per week) | Occasionally (at least once per month) | Rarely (at least once per year) | Never
- Please rate your agreement with the following statement, “My local area has sufficient access to parks and gardens”
Example 5-point scale: Strongly disagree | Somewhat disagree | Undecided | Somewhat agree | Strongly agree
Wrapping up
In conclusion, rating questions are a useful tool for collecting feedback and measuring attitudes, opinions, and experiences in a standardized and quantitative manner.
Nonetheless, their utilization should be meticulously evaluated in different contexts, and other question types should also be employed to provide more nuanced and detailed insights.
By employing a blend of rating questions and other question types, survey designers can acquire a more comprehensive understanding of respondents’ experiences and opinions.
How are we different?
UK based
Your data will be stored and processed here in the UK for your peace of mind.
Fanatical support
We pride ourselves on going above and beyond for our customers, providing expert advice and support whenever you need it.
You're in safe hands
Our secure platform and robust data protection measures ensure your data is safe and secure with us. We are ISO27001 and Cyber Essentials Plus certified.
We're human
We understand the importance of personal interaction, which is why we offer a human touch alongside our cutting-edge technology.
Accessibility matters
We're committed to making our surveys accessible to everyone, with a range of features to support those with disabilities.
Unlimited responses
With no limits on the number of responses you can collect, you can be sure your survey will reach as many people as possible without it being cost prohibitive.
Don't just take our word for it
Over 500,000 users have registered to use SmartSurvey.
We couldn't be happier with SmartSurvey, we love its functionality and flexibility. This means we have been able to use one survey tool across many parts of the business.
Get in touch
We are ISO27001 certified, registered under the Data Protection Act and fully compliant with EU Privacy Laws.
Access to a knowledgeable account manager for personal assistance for when you most need it.
Our friendly design team is on hand to assist with any bespoke design and custom development requests.
We succeed if you succeed. Our goal is to help you carry out effective research and we’re here to help you achieve that.