Gathering information is an integral first step in solving difficult business challenges, and how you ask questions in your survey is a key component. The following are characteristics of a good scale:
- It is comprised of exhaustive and mutually exclusive categories - That is, the scale should represent all possible opinions a respondent may wish to express.
- It should be easily interpretable and understandable. The scale should be easily administered and it should be easy for respondents to use.
- It should produce variation in responses across respondents. Actionable data requires that there be variation in responses.