What is a Rating Scale? Definition and Example

In empirical research, various statements, opinions, and attitudes of examined persons must be made measurable. Various scale levels are used to capture such content. Especially in market research, the so-called rating scale is one of the most common scaling methods.

General Definition of the Rating Scale

The rating scale (English "rating" = evaluation or assessment) is suitable for oral or written statements such as in online surveys to record respondents' personal assessments in gradations. The test persons select the level that best corresponds to their subjective perception regarding the examined object. This scale type is frequently used in attitude or personality questionnaires.

Strictly speaking, the data of a rating scale are qualitative characteristics because they do not have a direct numerical value (in contrast to quantitative characteristics such as age or income). However, the rating scale makes it possible to capture these in numerical form for statistical analysis.

 

 

As a rule, distances or intervals on the scale between individual answer options must be understood as equal in size – in this case one also speaks of an interval scale. This means that researchers assume that the difference between 4 and 5 is exactly as large as between 6 and 7.

Various Types of Rating Scales

Although all rating scales overall have similar basic features, in research practice these variants are used most frequently:

1. Unipolar rating scale
2. Bipolar rating scale
3. Symbolic rating scale

 

1. Unipolar (Verbal or Numerical) Rating Scale

The unipolar rating scale depicts the intensity of a single characteristic in gradual stages, such as the extent of noise disturbance, intensity of pain, or satisfaction with an event.

• Example of unipolar verbal rating scale (= with words / expressions):
  The construction work in front of my house is a strong mental burden for me.
  Answers: Not at all true, Slightly true, Partially true, Quite true, Completely true
   
• Example of unipolar numerical rating scale (= with numbers):
  Please evaluate the user-friendliness of this website on a school grade scale from grade 1 to grade 6. 
  Answers: 1 (very good) to 6 (insufficient)

 

2. Bipolar Rating Scale

The bipolar rating scale depicts two opposing characteristics at the respective scale ends, such as dissatisfied/satisfied, stressed/relaxed, annoyed/balanced.

Example: I perceive the work atmosphere in our open-plan office as ...
Answers: tense - 1, 2, 3, 4, 5 - relaxed

 

3. Symbolic Rating Scale

The symbolic rating scale depicts examined characteristics in the form of visual symbols, for example to represent emotions or mood

Examples: Answers are displayed as smileys, thumbs, or trophies.