With rating survey questions, a person is asked to compare two separate parts. Usually, they have to do this on a scale of one to 10, although others prefer one to five or actual terms:
- Very important
- Somewhat important
- Somewhat not important
- Not important
- Completely not important
Different things can be measured with these questions, such as how happy people are with a service, value for money, staff presentation and so on.
Rating vs ranking questions
Too many people use ranking questions and rating questions as if they are one and the same thing. This is quite a serious error, since they are very different. Understanding the difference will also allow you to better grasp when to use each type of question.
Although complex to understand, you must take some time to get to grips with the difference between ranking and rating, not in the least because the data they provide you with can affect the results of your questions greatly.
For instance, using a survey for a restaurant as an example, when someone ranks the food as the lowest, this does not necessarily mean that people did not enjoy the food. This is why answers and piping are also very important, so you can ask further questions in your online survey.
Pros and cons of rating questions
Rating questions are often easier to understand than ranking questions and individuals can prefer completing these. These types of survey questions can provide insight into what customers value about your products and services or what your employees like or dislike at work. Also, it allows for each individual parts to have the same value if that is how people feel about them.
However, people often have “tactics” when it comes to completing these types of questions. Very few, for instance, will ever assign the highest or lowest score. Also, if they are in a hurry or lose interest in the questionnaire, they may just assign an average score to each of the items without actually looking at them.