We prefer
the 7-point scale as it gives the respondent more options to describe their
level of satisfaction. It gives more ‘granularity’. When using a 7-point scale you can treat
those rating a 6-7 as ‘satisfied’, ratings of 3-5 as ‘neutral’, and ratings of
1-2 as ‘dissatisfied’.
However,
the 7-point scale can be confusing for some people (e.g. elderly people) who
are not familiar with it. For this
reason, it can be safer to use a 5-point scale for consumer surveys.
Tip 1 if using the 5-point scale and describing
each point on the scale, ensure the descriptions give a ‘smooth gradient’ to
the scale. So, for example:
- 5 = very
satisfied; 4 = somewhat satisfied; 3 = neither satisfied not dissatisfied; …
- Has a smoother gradient than: 5 =
extremely satisfied; 4 = very satisfied; 3 = neither satisfied not
dissatisfied; …
Tip 2 the
10-point scale is also an option and is easy to understand. However, there is a lack of consensus on
whether you should use an 8 or 9 rating as the cut-off point for being regarded
as ‘satisfied’