A rating scale is a closed-ended survey question that captures respondent feedback on specific features, products, or services. It includes various types such as ordinal scales, interval scales, and graphic ratings, each serving different analytical purposes. Rating scales facilitate the gathering of comparative data, enhance analysis accuracy, and are user-friendly for both respondents and researchers.

1. Rating Scale

2. Definition
• Rating scale is defined as a closed-ended survey question
used to represent respondent feedback in a comparative
form for specific particular features/products/services. It is
one of the most established question types for online and
offline surveys where survey respondents are expected to
rate an attribute or feature. Rating scale is a variant of the
popular multiple-choice question which is widely used to
gather information that provides relative information about
a specific topic

3. Types of Rating Scale
• An ordinal scale is a scale the depicts the answer options in an ordered
manner. The difference between the two answer option may not be
calculable but the answer options will always be in a certain innate
order. Parameters such as attitude or feedback can be presented using
an ordinal scale.
• An interval scale is a scale where not only is the order of the answer
variables established but the magnitude of difference between each
answer variable is also calculable. Absolute or true zero value is not
present in an interval scale. Temperature in Celsius or Fahrenheit is
the most popular example of an interval scale. Net Promoter Score,
Likert Scale, Bipolar Matrix Table are some of the most effective types
of interval scale.

4. • Graphic Rating Scale
• Numerical Rating Scale
• Descriptive Rating Scale
• Comparative Rating Scale

5. Graphic Rating Scale
Graphic rating scale indicates the answer options on a scale
of 1-3, 1-5, etc. Likert Scale is a popular graphic rating scale
example. Respondents can select a particular option on a line
or scale to depict rating. This rating scale is often
implemented by HR managers to conduct
employee evaluation.

6. Descriptive Rating Scale:
• In a descriptive rating scale, each answer option is
elaborately explained for the respondents. A numerical
value is not always related to the answer options in the
descriptive rating scale. There are certain surveys, for
example, a customer satisfaction survey, which needs to
describe all the answer options in detail so that every
customer has thoroughly explained information about what
is expected from the survey.

7. Comparative Rating Scale:
• Comparative rating scale, as the name suggests, expects
respondents to answer a particular question in terms of
comparison, i.e. on the basis of relative measurement or
keeping other organizations/products/features as a
reference.

8. Uses of Rating Scale
• Gain relative information about a particular subject: In a sample size of 1000
individuals, each individual will have a different outlook towards a topic. Gathering
comparative information about satisfaction levels, the frequency of use, loyalty
and many other such parameters.
• Compare and analyze data: Researchers can collect unbiased data from the
target audience and analyze that using online survey softwares such as
QuestionPro. If a rating scale question is used across a considerable sample size,
there are chances that the margin of error in obtained data can be reduced or
eliminated.
• Measure one important product/service element: There are surveys where
certain topics need to be addressed specifically, in order to understand the target
market in a better manner. Rating scales can be implemented in such cases where
there are multiple important elements which are to be analyzed. For instance, to
measure degree of agreement, frequency, satisfaction etc.

9. Advantages of Rating Scale
• Rating scale questions are easy to understand and implement.
• Offers a comparative analysis of quantitative data within the target
sample for researchers to make well-informed decisions.
• Using graphic rating scales, it is easy for researchers to create surveys
as they consume the least time to configure.
• Abundant information can be collected and analyzed using a rating
scale.
• The analysis of answer received for rating scale questions is quick and
less time-consuming.
• Rating scale is often considered to a standard for collecting qualitative
and quantitative information for research.