Determining evaluation scales
How to conduct a customer satisfaction survey

When it comes to rating scales, the options you offer respondents to indicate their level of satisfaction, it's best to choose scales that are balanced and consistent from one question to the next, to avoid losing the respondent. For example, you could choose one of the following scales:

• a qualitative textual scale: very satisfied, satisfied, dissatisfied, very dissatisfied;

• a quantitative scale: from 0 to 10, from 0 to 4 ;

• a qualitative visual scale: smiley faces, traffic lights.