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How to Select Scales & Answer Options for Your Next Online Survey

Have you ever suspected that you, or your colleagues, over-rely on the ubiquitous 5‑point scales when designing questionnaires?

There are a lot of cases where what you are trying to capture, whether it is customer attitudes or behaviors, would be best served using a different type of scale or answer option.  For anyone who designs online surveys and is interested in making sure that they are collecting data that is both objective and complete, a good hard look at how you choose your answer options and scales is critical.

In our new class, “Ask It Right: Choosing Answer Types & Scales”, Research Rockstar covers Likert Scales, Semantic Differential Scales, Constant Sum, Ranking Questions, Rating Questions and more.  We specifically highlight examples of how to structure answer options for common research market needs, including customer satisfaction, product concept testing and more.

The class also includes several examples of “bad” questions, and how they can be rewritten to be better.

In market research, we all know we need to make sure that we are collecting data that is going to give us a complete, objective view of a target population’s, attitudes and behaviors. As important as it is to word the questions carefully, it’s equally important to make sure answer options are going to make sense.

Research Rockstar VIP, Backstage and Tour Bus members all have access to the class now; please just visit your member’s pages. Not currently a VIP, Backstage Pass or Tour Bus member?  The class is available for individual purchase here.

We particularly recommend this class to anybody who has colleagues who are new to questionnaire design. This is a very practical class that will help them avoid the common mistakes made by novice market researchers.


Kathryn Korostoff

Kathryn Korostoff is founder and lead instructor at Research Rockstar. Over the past 25 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in magazines. She is also a professor at Boston University, where she teaches grad students how to analyze and report quantitative data.

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