Designing Rating Scales

Rating scales define how responders evaluate each question in your questionnaire.

A well-designed rating scale ensures that responses are consistent, meaningful, and easy to interpret.

What is a Rating Scale?

A rating scale is the set of values responders use to answer a question.

Each point on the scale represents a level of performance, behaviour, or agreement. Responders select the number that best reflects their observations of the Subject’s behavior or effectiveness.

Edit the Default Scale

Unless you create a dual-scale questionnaire, you will only use one scale in your Questionnaire – i.e. the Default scale. Because the default scale automatically applies to all questions, modify the default scale to your preferences and it will apply to all questions.

If you create a second scale, you will have to take the extra step of choosing your scale for every question.

Number of Scale Points

The number of points on a rating scale can significantly affect how responders interpret questions and provide feedback.

You can choose from 15 available rating scales. Common options include:

• 5-point scales (most commonly used; easy for responders to understand)
• 7-point scales (more detailed; provides more rating precision and nuance)

Fewer points are easier for responders, while more points allow for greater differentiation.

Clear Labels

Rating scale labels are fully customizable. Each point on the scale should be clearly defined to help responders interpret and use the scale consistently and accurately.

For example:

• 1 = Needs Improvement
• 3 = Meets Expectations
• 5 = Exceeds Expectations

Clear labels help ensure consistent interpretation.

Do Not Reverse Meaning Of Scales

The higher numbers on the scale should correspond to labels that indicate stronger agreement, more positive outcomes, or higher ratings.

If positive scale anchors are assigned to lower numbers, questionnaire scoring and report calculations may not compile or display results as expected.

Include “Not Applicable” or “No Opportunity to Observe”

Sometimes responders may not be able to answer a question:

• The responder has insufficient information
• The behavior is not relevant to the Subject’s role
• The behavior has not been observed

Including an option such as N/A or No Opportunity to Observe can help improve data quality by reducing forced or inaccurate responses when responders do not have enough information to answer a question meaningfully.

Review Your Rating Scale Before Launch

Before launching your project, review:

• Whether scale labels are clear and consistent
• Whether the number of scale points is appropriate
• Whether the scale aligns with your project objectives

Previewing your questionnaire will help ensure the scale works as expected.

Important Considerations When Designing Scales

Keep Scale Labels Clear

Responders should easily understand:

• What each point means
• The difference between adjacent ratings

Clear labels improve rating consistency and data quality.

Ensure Scale Matches the Question Type

Different scales work better for different purposes:

• Frequency scales for observable behaviors
• Agreement scales for perceptions
• Effectiveness scales for competencies
• Importance scales for prioritization

Maintain Consistency

Using the same scale format throughout a questionnaire helps responders:

• Understand expectations
• Respond more consistently
• Complete questionnaires more efficiently