Rating scales turn consumer
perceptions, attitudes and preferences into something that can be measured and
compared. Commonly used scales in quant include numeric (e.g., 0 to 10, 1 to 5,
etc.), diagrammatic (e.g., smiley faces), continuous (e.g., slider scales used in
online research), and semantic-differential scales (e.g., strongly agree …
strongly disagree, very important … very unimportant).
