|
Scales and Sliders
Traditionally, survey questions have used five- to ten-point fixed answer sets called "Likert Scales".
Developed originally for telephone or in-person surveys, these scales are a convenient way of
capturing people's opinions.
Internet technology provides ways to measure opinions using finer measurements. This is an
example of a "slider". Respondents click and move the slider to the left or the right on a 100-point
scale to indicate their degree of agreement or disagreement.
Suppose you were to see this image in an advertisement for ice cream. Please rate this
image on each of the following measures:
©2009 Schwartz Consulting Partners, Inc.
| 
