Market Research Questionnaires Over-Rely on Rating Scales

How many questionnaires do you see that are full of 5-point rating scales? 5-point rating scales can be useful, but there are many other types of scales--and not all scales are rating scales at all. Unfortunately, many people know rating scales, so they default to them. In this conversation, learn about two problems with over-relying on rating scales, and about sources for expanding your scale repertoire. Great questionnaires can effectively measure attitudes and behaviors: but not if you use the wrong scales or use scales incorrectly.