This is how a five-point Likert scale works. We start with this neutral point in our scales. They measure more specific attitudinal responses: Semantic differential scales gather data and “interpret based on the connotative meaning of the respondent’s answer.” These scales usually have dichotomous words at either end of the spectrum. You’re trying to delight customers, not just “satisfy” them. So even if satisfied and dissatisfied are “common practices,” they may not be “best practices”-especially in user experience research. Semantic differential scales for questionnaires When that happens, respondents lean toward positive answers. Answers gradually regress to the middle of the scale-the neutral options.Ī dichotomous scale gives you a clearer, binary answer, but it can also fall prey to fatigue. Sometimes, especially in long surveys, you’re subject to what’s known as the error of central tendency. But there’s a lot of value in the lack of a neutral option. There’s no nuance, and there’s no way for a respondent to be neutral. When designing surveys, there tend to be three different models for survey response scales:ĭichotomous scales have two choices that are diametrically opposed to each other. So what can you do to get accurate data? It starts with understanding some of the differences and shortcomings of survey scales. So many variables are in play that legitimate comparisons are quixotic.” This is a key reason why I’m skeptical of the cross-company comparison data sets where each company is using a different survey instrument.
“My point with this example is that scale design and anchor choice will influence respondents’ ratings-both higher and lower.
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