The rating scale is the most common question type in online surveys. It consists of a close-ended question and a set of answers that the respondents have to choose from, usually varying between two extremes (e.g. “1” to “5” or “very satisfied” to “extremely unsatisfied”).
Rating scales help capture quantitative data on nuanced concepts like customer experience, product satisfaction, or customer loyalty, so they’re a handy tool for market and product research.
The 1-to-10 rating scale is one of the most common examples of the rating scale, right next to the Likert scale. As the name suggests, it’s beneficial for rating-style questions, like “How would you rate your experience with our company?”
There are many types of rating scales and 1-to-10 rating scales. At the most basic level, we can divide them into ordinal (items are numbered and ranked, but there are no defined distances between them) and interval (items are number, ranked, and have equal distances between one another) scales.
Rating scale is the most common type of online survey. Just think about how often you’re asked to rate your experience with an app, a restaurant, or a store.
Let’s go through a few common rating scale types to give you an overview of this broad survey category. Each of these types might appear as a 1 to 10 scale, but they can consist of any number of points.
On a numerical scale, the responses are presented as numbers. Many numerical scales have labeled points (or at least endpoints).
A popular example of the numerical scale is the NPS (Net Promoter Score) survey that measures customer loyalty with a question: “How likely are you to recommend our company to your friends or colleagues?”. The responses are shown on a scale from 0 (“not at all likely”) to 10 “very likely.”
The 1-to-10 survey template above is also a numerical scale!
In the descriptive scale, the answers are presented in the form of verbal statements instead of numbers.
One of the examples of such surveys is the Customer Satisfaction (CSAT) survey, where the respondents have to rate their customer satisfaction levels on a scale from “very satisfied” to “completely unsatisfied.”
Likert scale deserves a special mention as the most popular rating scale survey example. It measures people’s attitudes towards a certain statement and remains a reliable method of measuring complex ideas quantitatively. It’s widely used for both academic and commercial purposes, including customer research.
On a pictorial scale, the answers take are pictures instead of numbers or numbers—e.g. a set of emoticons ranging from a smiling one to an enraged one. This scale is very intuitive and immune to language barriers, so it works well for quick feedback surveys.
A 1-to-10 rating scale is flexible and will let you investigate any aspect of customer experience you need. You can run general customer satisfaction surveys or ask about particular products or services. A 1-to-10 rating scale is especially useful for ranking questions, just as you can see in the template above.
Whenever you run a 1-to-10 rating scale survey, consider enhancing it with an open-ended question. Ask your customers for a reason behind their scores, or prompt them to share their ideas for improvements—e.g., ask the users who rated you negatively to tell you which aspects of your product bothers them the most. With survey skip logic, you’ll easily design different conversation paths for your respondents.
To get quantitative data from your 1-to-10 rating scale, it’s best to use the mode (identifying the value that appears the most often) or the median. Looking at the response breakdown in Survicate’s analytics dashboard will give you valuable insights. You’ll see if you’ve got more satisfied than unsatisfied customers, whether the respondents are polarized or focused around the center of the scale, etc.
And if you want to dig deeper with your data analysis and compare your survey results to different data points, integrate Survicate with an analytics tool.
Always turn your survey results into business objectives. Remember that there’s no such thing as a universal “good rating out of 10”—it’s best to compare yourself to your industry benchmarks or just work towards constantly improving your scores.
With Survicate's 1-to-10 rating scale survey template, you can have your survey up and running in five minutes.
Once you set up your account, pick the 1-to-10 survey template in the survey creator, or just click the button above the page (next to the template's preview) and sign up with your business email. By doing so, you're signing up for a Flexible account. You can use our tool for free until you collect 100 responses.
Distribute your survey via email, website, web app, or mobile app, and wait for your answers!
Each survey has a build-in report panel where you’ll find the survey results and response breakdown. You’ll be able to check which scores your respondents chose most often and see the answers to the open-ended questions.
But the best way to see how Survicate works is to try it out yourself. Set up your account now!
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