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Rating Scales for Data Analysis

Measuring Survey Response with
Rating Scales from QuestionPro

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Create Your First Survey with Rating Scales for free using QuestionPro!

What is a "rating scale"? Questions that have Rating Scales are used when a survey creator wishes to have the respondents assign a particular value to the subject being rated. When examining and analyzing many responses at once, the survey creator can then easily identify trends. With over 20 different types of scales to choose from, a researcher is sure to attain whatever data they need. For additional insight on rating scales, check out the QuestionPro blog.
QuestionPro offers 3 ways to create surveys using rating scales:
1) you can choose a premade template;
2) you can import an existing questionnaire; and
3) make a brand new survey and select the rating scales that best suit your needs.

Rating Scales in Template Libraries

QuestionPro provides various types of rating scales to help you determine how a particular respondent feels about a certain issue. There are several ways a user can create a survey that utilizes rating scales, which would include selecting from a pre-made template, importing an existing survey, or creating a brand new survey.
Template Library
The template library in QuestionPro provides over 100 templates, each one customizable, so you can determine whichever rating scale fits your needs. Before you sit down and choose the type of survey you wish to conduct it's always best to think ahead and determine what kind of data you wish to receive. If you're new to survey creation and not sure which types of rating scales you need, go ahead and check out QuestionPro's vast template library to help you begin brainstorming.

Importing & Copying Surveys
For those who already use QuestionPro, another option is to import an existing survey. This allows you to take the ideas and flow of a previously built survey and either reuse it or edit it. In addition, you can always use Microsoft™ Word™ to create a survey to import, which you can then edit and implement the rating scales you need. This works out really well if one particular user administers a survey with certain rating scales, who is not the author of that survey.

Making a Survey from Scratch
If neither of those options fit your needs, you can always create a survey from scratch and add the rating scales you wish to fit your requirements. Apart from the intuitive interface, QuestionPro will provide you with various question types to choose from, in addition to whichever rating scales you need for collecting the necessary data.

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Popular Types of Rating Scales

Types of Marketing Research - Concept Test
Likert Scale

The Likert Scale is one of the most common types of rating scales. The Likert scale itself is made up of the sum of various Likert items (a Likert item being an individual question). These rating scales are usually odd in number, with 5 or 7 choices the respondent can choose from. The ends of this rating scale are usually defined with satisfaction measurements (positive and negative), with neutral in the middle.

Service Concept Test - Marketing Research
Graphic Rating Scale

Graphic rating scales look a lot like Likert Rating Scales, with either ends of the of scale representing some sort of opposite values. Using QuestionPro, the respondent can then click and drag a slider bar to indicate where they stand on a particular subject. There may or may not be numbers or markings along the rating scale line.

Focus Group Recruitment
Semantic Differential Scale

Semantic Differential rating scales usually contain opposite adjectives at the end of each object or event being rated. Commonly used in market research, the Semantic Differential rating scale can help you achieve a more forced-choice response, resulting in data that can be more straight forward than a rating scale that has any "neutral" options.

Advertising Effectiveness Marketing Research
Side-by-Side Matrix

The side-by-side matrix rating scale is useful when you want to combine two or more perceptions about the same subject. For example, a respondent could be asked to rate the importance and satisfaction when rating customer service for a particular company. When data from these rating scales are exported, you can easily see where certain improvements need to be made.

Choosing a Rating Scale

In order to assist you in getting started with gathering feedback, we've included a short video clip to help you out.
To choose question types and corresponding the rating scale, using these simple steps:
Step 1: Create a QuestionPro account and login;
Step 2: Click the "Create a Survey" button toward the top of the page;
Step 3: Choose one of the options - either "New Survey" to work from scratch; "Upload a MS Word Document" to use our template and upload surveys created offline; or "Copy a Survey Template" to customize one of our pre-created templates.
Once you have your survey created, you can easily edit it in any way that fits your needs, or you have the option of duplicating the entire survey.

Rating Scales Using QuestionPro

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Rating Scales on Various Templates: Things to Keep in Mind

QuestionPro provides you with many options of creating, distributing and analyzing your surveys with various rating scales used within them. There are few things you should consider when choosing a solution provider for your online survey needs:

Creation

How vast is their selection of various rating scales? If the questions you need already exist with the corresponding rating scales, there would be no need to try and recreate it with additional parameters. If possible, are you able to take a baseline template and customize it to fit your needs?
How about starting from scratch and creating a brand new survey with rating scales?
How about choosing advanced question types with rating scales attached, only to further add logic such as scoring and branching? How easy is the rating scale survey solution to use?
How about customizing the theme of your survey?
QuestionPro's answer to these questions is yes!

Distribution

Once your surveys with rating scales are ready for feedback, does the solution provider you are considering have the channels to help you distribute, such as email invitations, managing email lists, embedding in a website, posting to social networks and through generating and posting QR codes?
How about if you're in need of a 'sample' audience - are you able to purchase targeted respondents based on certain demographics you designate?
What if your research team is at a tradeshow and they wanted to gather rating scale information offline?
QuestionPro give you all of these options and more!

Analysis

What happens now that your survey rating scale information is collected? Does your solution provider give you an option to view the rating scale information in a snap-shot like report with charts and graphs?
How about filtering your rating scale results to drill down specific information you may be looking for? How about sharing certain data with only certain types of users?
How about taking the results of your rating scales and applying deeper levels of analysis, such as TURF or Trend analysis? In addition, how about using cross tabulation or pivot tables? Downloading the data for even further manipulation in Excel or SPSS? Or maybe you just want to upload it to the cloud? QuestionPro offers all of these options to you!

Creation

How vast is their selection of various rating scales? If the questions you need already exist with the corresponding rating scales, there would be no need to try and recreate it with additional parameters. If possible, are you able to take a baseline template and customize it to fit your needs?
How about starting from scratch and creating a brand new survey with rating scales?
How about choosing advanced question types with rating scales attached, only to further add logic such as scoring and branching? How easy is the rating scale survey solution to use?
How about customizing the theme of your survey?
QuestionPro's answer to these questions is yes!

Distribution

Once your surveys with rating scales are ready for feedback, does the solution provider you are considering have the channels to help you distribute, such as email invitations, managing email lists, embedding in a website, posting to social networks and through generating and posting QR codes?
How about if you're in need of a 'sample' audience - are you able to purchase targeted respondents based on certain demographics you designate?
What if your research team is at a tradeshow and they wanted to gather rating scale information offline?
QuestionPro give you all of these options and more!

Analysis

What happens now that your survey rating scale information is collected? Does your solution provider give you an option to view the rating scale information in a snap-shot like report with charts and graphs?
How about filtering your rating scale results to drill down specific information you may be looking for? How about sharing certain data with only certain types of users?
How about taking the results of your rating scales and applying deeper levels of analysis, such as TURF or Trend analysis? In addition, how about using cross tabulation or pivot tables? Downloading the data for even further manipulation in Excel or SPSS? Or maybe you just want to upload it to the cloud? QuestionPro offers all of these options to you!

Creating, Administering and Analyzing Your Survey with Rating Scales: The Process

Marketing Research Survey Creation
Create Questionnaires

Use QuestionPro to create your survey with rating scales either using one of our pre-made templates, using an existing survey, or by creating your own, either with our intuitive interface or by using Microsoft™ Word™. QuestionPro has over 30 question types with various types of rating scales, logic branching, color themes and other options for customization.

Types of Marketing Research Feedback
Collect Responses

Once your survey with rating scales is completed, you can then use our email distribution system, embed the survey into your website or blog, promote them using social media networks such as Facebook, Twitter and Google+, or by using our built in QR code generator. QuestionPro Surveys with rating scales look great on mobile devices or tablets, and you can also gather responses offline using our SurveyPocket iPad & Android tablet or Smartphone app.

Analyze Results
Results Analysis

With our full line of reporting features such as real-time summary, segmentation tools, trend analysis, pivot tables, and text analytics, analysis is efficient and effective. Need more in-depth options with your rating scale data? Export your survey data directly to Excel, SPSS, or CSV. And it's easy to share results with formatted Word™ and PowerPoint™ reports or by generating awesome looking infographics and word clouds.

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