Satmetrix SystemsMeasuring Satisfaction on a 0-10 ScaleA Satmetrix Systems White Paper

Measuring Satisfaction on a 0-10 Scale

A Satmetrix Systems

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White Paper

Satmetrix SystemsMeasuring Satisfaction on a 0-10 ScaleA Satmetrix Systems White Paper

Considerations for Scale Standardization

Satmetrix Systems is changing its standard scale of measurement for customer opinionfrom a 1-to-7 scale to a 0-to-10 scale. This paper discusses the rationale for the changeto a 0-to-10 scale and explores the considerations that went into developing a standardscale.There are several areas to consider in scale development. First, how well does thechoice of scale reflect respondents’ needs? (How easily is the scale understood byrespondents?) Second, how does the scale affect analysis? Third, how easy are theresults to interpret or communicate?

The 0-to-10 Scale and the Respondent

Let’s look at how using a 0-to-10 scale affects the level of detail of survey results, surveylabels, and society’s predisposition to certain groupings of numbers.

The Detail

Just like the 1-to-7 scale, a 0-to-10 scale affords customers sufficient opportunity topinpoint their precise level of satisfaction, importance, or likelihood of buying again,recommending, or continuing to buy. The difference lies in the level of detail afforded bythe 0-to-10 scale. It offers a richer granularity in survey results because it simply givesrespondents more options from which to choose.There are two principles researchers generally use when considering the optimal numberof options for a response task. First, if valid information can be obtained, more optionsare better than fewer. Second, using the optimal set of options along the continuumtends to maximize the response distribution across those response options.But, are more response options always better? There is a limit to the number of optionsthat researchers consider “practical” for the respondent to complete — that is, adding

Satmetrix SystemsMeasuring Satisfaction on a 0-10 ScaleA Satmetrix Systems White Paper

more options doesn’t necessarily add any new information. In fact, most researchersagree (Andrews, 1984) that little value is added by giving respondents more thanapproximately 10 response options. The Satmetrix Systems use of the 0-to-10 scalecomes close to that upper limit and affords the opportunity to obtain optimal results.A 5-point scale, in contrast, can obscure important response distinctions. For example,customers who respond that they are extremely satisfied or somewhat satisfied oftentend to categorize themselves in the same way when using a 5-point scale because theycan’t find a selection that’s right for them. This results in what is called “scalecompression,” in that real differences between possible satisfaction levels are hidden andrespondents are left choosing what’s available.

The Labels

At Satmetrix Systems, past experience showed that use of a clearly labeled 1-to-7 scaleensured the validity of data because the labels could be interpreted consistently acrossthe broadest customer samples. In moving to a 0-to-10 scale, Satmetrix Systemsachieves this same level of consistency by labeling the midpoint (5) with the word“neutral”. Doing so helps eliminate any ambiguity for the respondent, making 5 a truemidpoint and implying that if net feelings are positive, then the respondent should usescores of 6 or higher.Let’s explore the scale for a moment. Satmetrix Systems recommends the followinglabeling for an 0-to-10 scale to measuring customer satisfaction online: