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spacer Home > Resources > Satisfaction methodology > Satisfaction scale
   
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Satisfaction scale  
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Satisfaction scale

Scale to measure satisfaction with an Internet survey

The choice of a satisfaction scale is important, for it influences responses and the measurement of the general satisfaction level.

A good scale is one customized for your survey. There are many ways to create a satisfaction scale, as you can see in the following few examples below.

  Semantic, visual and digital measurement scales

Semantic and visual scales
satisfaction Semantic, visual and digital scales
satisfaction Even and odd scales of measurement
echelle de satisfaction The range of satisfaction scale
satisfaction Increasing and decreasing scales
satisfaction There is no answer or it is of no concern

Very satisfied Quite satisfied Quite unsatisfied Very unsatisfied

Advantages Disadvantages
- It facilitates comprehension without ambiguities,
- Simple and explicit communication of the results		 - With a small scale range, beyond 6 measures, it is difficult to choose and qualify answers


Digital measure
1 2 3 4 5 6 7 8 9 10

Advantages Disadvantages
- Important scale range
- It is similar to a school grading system

- Can cause the opposite reading of the scale
- Be wary of ranges that are too large, such as from 1 to 20, from 1 to 50...


Digital and semantic scale

Mixed measuring scales that are both semantic and digital, or scales with only doubled extremities represent an excellent compromise.

10 / 9
Very satisfied		 8 / 7 / 6
Quite satisfied		 5 / 4 / 3
Quite unsatisfied		 2 / 1
Very unsatisfied

5
Very satisfied		 Quite satisfied Quite unsatisfied 1
Very unsatisfied


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  > Even and odd measuring scales

Even measuring scale

5 3 2 1

Very satisfied Quite satisfied Quite unsatisfied Very unsatisfied

Advantages Disadvantages
- It does not allow a middle placement, therefore it leads to a clear placement of the results
- It limits possible bias of undecided responders that usually place themselves somewhere in the middle

- It cannot be applied to questions requiring a middle position, such as the measure of the evolution of satisfaction levels. In fact, the perceived evolution could correspond to nothing.



Odd measuring scale

5 4 3 2 1

Clearly improving Improving No changes In decline In grave decline

Advantages Disadvantages
- Allows to position oneself neutral on the median level of the scale

- The median measure is often selected by responders who are either indecisive or not concerned, which can cause bias in the measurement of satisfaction levels


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  > Range of the satisfaction scale

It must be noted that the minimum amount of measures required is 3 for a satisfaction scale. A scale featuring more that 10 measures reduces the quality of the collected information.

For surveys and studies focused on customer satisfaction, semantic scales range between 4 and 7 measures, while digital scales range between 7 and 10.

Some professionals use scales of 4 to 5 measures to categorize the criteria of satisfaction, and use a digital scale to measure the global level of satisfaction.
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> Increasing and decreasing scales

The two orders are equivalent, so it is important to pay attention to the grading order as the survey proceeds.

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> No concern

In the field of self-managed surveys as well as online surveys, the addition on an answer option such as "Don't know" or "It does not concern me" is useful when:
  • The participants are not concerned with the question and it is not possible to filter it in order to proceed
  • The scale is even and the answer is mandatory; this option prevents inaccurate answers
  • The scale is odd to guide the indecisive individual towards an answer
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