Techniques of data collection:

Rating scale

What is the rating scale?

One of the most popular forms of a questionnaire for both online and offline surveys uses a rating system. There are several closed-ended questions in it, and responders can choose from several categories. Gaining knowledge about the qualitative and quantitative features is aided by a rating scale.

The Likert scale and the 1–10 rating scale are the most typical examples of rating scales. For example, you can be asked to review your purchasing experience when you visit an online retailer. Rating scales are used to describe this kind of query and option selection.

A common method for performing market research is the rating scale. It may be used to obtain more specific data on a commodity or specific features of the product. The scale is frequently employed to solicit input or to assess. A rating scale is used to gather information on a product’s quality, worker ability or comfort, client service effectiveness, etc.

What are the categories of a rating scale?

Ordinal scales and interval scales are the two types of rating scales. Statistics are defined in a variety of ways, some on an ordinal and some on an interval scale.

  • Ordinal Scale: An ordinal scale collects data by ranking items without taking into account their degree of distinction.
  • Interval scale: Data is measured using an interval scale when there is an equal gap between two qualities that are close to one another.

Types of rating Scale:

The rating scale can be classified into the following types:

  1. The Numeric rating scale, or NRS, describes the things on a numerical rating scale that are identified by numbers. Nevertheless, not all digits must have a corresponding property. As an illustration, you may ask your target market to score your item on a scale of 1 to 5. 1 represents utter dissatisfaction, while 5 represents utter satisfaction.
  2. The verbal rating scale, or VRS: For evaluating discomfort, verbal rating systems are employed. The verbal descriptor rating, often known as verbal pain scores, is a collection of phrases that define the intensity and frequency of suffering. For example, you could be asked to assess the severity of your tooth discomfort when you see the doctor. At that point, options like “zero,” “low,” “medium,” “terrible,” and “extremely severe” come into play.
  3. Visual Analog Scale or VAS: The goal of the visual analogue scale, or VAS is to provide the consumer with the freedom to choose any number on the measure that falls between two endpoints. The measurement is empty except for the endpoints, which have characteristics assigned to numbers. The audience may evaluate anything they want without being constrained to certain qualities or ranks thanks to this feature, which is sometimes commonly referred to as a slider scale. For instance, a scale with a rating of incredibly simple to highly tough and no additional values.
  4. Likert scale: Efficient marketing research uses a Likert scale to collect input on a variety of anthropometric qualities. When you want to learn more about frequency, perspective, excellence, probability, etc., the agree-disagree scale is quite helpful. For instance, a Likert scale is a useful tool to assess job satisfaction with corporate policy.
  5. Graphic rating scale: Consider asking your public and clients to evaluate rather than using numbers, such as dots or peace signs. The dots and peace signs can provide a value equal to a digit.
  6. The descriptive rating scale: Numerical scales might not be very useful in some surveys or types of studies. Each choice is described on a descriptive rating scale for the participant. It includes a comprehensive explanation of the rationale for collecting in-depth data.

Advantages and disadvantages of the rating scale:


  • A rating scale is a straightforward and convenient instrument for both the population and the investigator.
  • A rating scale is a useful method for data evaluation in marketing questionnaires. It might result in a product review for assessment and further development of the promotional campaign.
  • Researchers may easily design surveys using visual rating scales since they take the least amount of time to construct.
  • A rating scale may be used to gather and analyze a lot of data.
  • The examination of the responses given in response to rating scale inquiries is rapid and takes little energy.


  • It will not assist in determining the motive behind a customer’s feedback. A rating scale can examine the viewing performance but not the factors influencing the audience’s impression.
  • When using a VRS, the rating scale may frequently overstate the participant’s level of discomfort. Individuals with poor speech could also have trouble understanding the sentences on a verbal descriptor scale.
  • A rating scale’s dependability is restricted. As a result, it cannot be completely depended upon in investigation, particularly qualitative research.
  • Additionally, there might be significant variances.
  • A rating scale can be misused since it is simple to use, particularly if data analysis is not performed by a specialist.

It is crucial to take your methodological approach and the ultimate purpose of the disciplined investigation into account when selecting a rating scale. This is true because certain grading systems are more appropriate than others for particular kinds of study.