Scale design has a huge impact on how respondents answer a question and the results obtained. So it’s no surprise that researchers have devoted considerable time to studying the effects of different rating scales (e.g., 1 to 5, 1 to 7, 0 to 10, etc.). Brand Integrity has adopted and consistently uses a 0 to 10 rating scale for employee and customer assessments. As a result, our clients witness the following benefits:
- Greater ability for employees and customers to accurately and confidently express their opinions and intentions.
- In survey-based research, the more answer options a scale provides, the more accurate the measurement—a larger number of points maximizes response distribution.
- Respondents are less likely to choose the same answer because they have a variety of choices. Similarly, it prevents respondents from being forced to give a perfect score due to a limited range of options.
- People tend to measure performance starting from 0 and moving upwards. When it comes to providing rating responses, units of 10 are a natural grouping and resonate more easily than odd-number units such as 1 to 5 or 1 to 7.
- Increased ease and confidence interpreting and operationalizing measurements.
- In the business world, performance is often expected to be analyzed and evaluated in percentages. A 0 to 10 scale is easy to convert into percentages (e.g., a score of 7.4 score is 74 percent).
- Units of ten are natural groupings that are less complicated to interpret. We find that clients are better equipped to understand the results and link them to financial, customer, and employee metrics that matter (a 360-degree view).
- The distribution of responses allows leaders/managers to see change more easily, as well as to understand and communicate about strengths, challenges, and opportunities for improvement. This helps in setting goals and areas for their team to focus on.
- Having employee and customer assessment results on the same 0 to 10 scale allows our clients to better compare data between how employees say they deliver the desired experience to the data collected from customers about the experience they receive. This helps in drawing correlations over time.
For more information on employee or customer assessments, contact your program administrator or review these additional resources: