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Rating Scales for Customer Satisfaction Research

If you want to measure anything you have to have a measuring device. Unfortunately, no measuring device for customer satisfaction has ever achieved the universal adoption of the Celsius scale, the speedometer or the 12” ruler. That’s partly because there isn’t a definitive answer to the question “which is the most suitable rating scale for market research?” However, much of the reason for the proliferation of rating scales used for CSM is due to practitioners’ ignorance about the characteristics of different scales and their advantages and disadvantages for customer satisfaction measurement.