Survey Rating Scales Examples

Albina Zakharenko

13 years of experience in online marketing

Below you will find the list of the most common rating scales that you can create with the help of the AidaForm online service and use in your surveys and polls.


Linear Numeric Scale

Respondents can measure such things, like satisfaction, ease of use, importance, or likelihood to recommend. Read about Net Promoter Score.

How likely are you to recommend our product?


Graphic Scales: 1 to 5 rating scale and 1 to 10 rating scale examples

The stars and numbers represent a quantity that can be averaged similar to Linear Numeric Scales.

How would you rate your experience with AidaForm website?

1 - Awful, 3 - Neutral, 5 - Great

How would you rate your experience with AidaForm customer support?

1 - Awful, 10 - Great


Visual Analog / Slider Scale

The advantage of the type of rating scale is that respondents can choose any desired number between 0 and 100%. And they are also entertaining, aren’t they?

How would you rate your experience with AidaForm customer support?

How would you rate your experience with AidaForm online service?

How satisfied are you with AidaForm Template Section?

How satisfied are you with your visit to our sport club today?


Likert Scale

The classic Likert scale asks participants to agree or disagree (or approve/disapprove) to multiple statements connected with the subject of your research.

How strongly do you agree or disagree with the statements?


Multiple Rating Matrix

This type of rating scale is very widely used for online surveys. It looks like a compact version of 4 Linear Numeric Scales put together.

Please rate you attitude towards each of the brands

1 - not at all favorable, 7 - extremely favorable, N/A - I do not know the brand

Rating Scale Examples

You can add these templates to your AidaForm account, customize logos and texts and start collecting valuable business information in five minutes.


Frequency Scales

Below you will find two examples of frequency scale that look differently, but fulfill the same task - collect information regarding frequency.

Example 1.
When purchasing electronic products, how often do you do the following?

Example 2.
How often do you use our product?


Choose the Most Important (Multiple Choice)

The rating scale is used when the number of answers is so big that it becomes really difficult for respondents to rate the answers using other scales. Usually respondents are asked to choose a restricted number of choices.

Which of the following items are most important for you when you research a healthcare provider online?

You must select FIVE items


Paired Comparison Scale

This scale is usually used for mini-ranking and asks respondents to choose between two alternatives. Paired Comparison Scale is useful to learn, for example, which website design or brand your customers like better.

Of the two websites which you visited today, which one did you prefer?


Comparative Scale/Comparative Intensity

The scales ask your participants to rate their preference and strength of preference regarding the same notions of two objects of research. The scale in the example asks respondents to rate their preference and intensity regarding two rental car tariff plans.

Example 1.
When thinking about the following attributes on the Budget and Enterprise tariff plans, which one do you prefer?

1 - Strongly prefer Budget, 3 - Neither, 5 - Strongly prefer Enterprise

It can also be used to compare participants’ preferences toward a known external benchmark such as a famous brand or website (in this example it’s Amazon).

Example 2.
In thinking about your experience on the target website comparing to, how would you rate the following attributes?


Semantic Differential Scale

This type of scale is often used to measure emotional attitudes and beliefs. When creating the scale, it’s very important to provide clear polar opposite adjectives, like big and small. Read about Semantic Differential Scale.

When thinking about Netflix, how would you rate Netflix on each of the following attributes?


Adjective Checklist

It’s widely used to assess consumers’ attitudes towards brands. It’s also the technique used in the Microsoft Desirability Toolkit to test visual appeal. Respondents have to choose from the list of adjectives having both positive and negative connotations.

Which of the following best describes your experience with AidaForm


Semantic Distance Scale

Respondents have to rate an adjective or notions and express some level of intensity. It’s a way out when to find polar opposites on the semantic differential scale becomes really problematic.

How well the terms describe your experience with German Wings website?

1 - Not at All, 7 - Perfectly

More Rating Scale Templates

You can add these templates to your AidaForm account, customize logos and texts and start collecting valuable business information in five minutes.

AidaForm is a complete online service where you can create forms, share them, gather responses, and evaluate them in your member’s area.

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