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Recommendations on question scales

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.


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