Rating scales

Use this scale to measure a user’s stated inclination to engage in a certain behavior (e.g., the likelihood of purchasing a product, paying attention to an ad).

The above scale is one of the most popular, but there are alternatives. It is good practice to include 2-3 alternates in your survey with the same question wording. This lets you validate your data and distributions. Sometimes the alternates represent some nuance to the dimension under investigation. Using alternates will let you aggregate scores into an index.

For behavioral intention, alternatives include:

This scale measures source credibility and is popular in advertising research. Examples of use include credibility of a nutrition claim in an ad, trustworthiness of a company, or a website’s reputation.

Alternatives include:

There are a couple options for measuring how often a user reports on using a product, feature, or technology. A popular scale in marketing literature is:

Alternates include:

This scale assesses a person’s general agreement with a statement you provide.

You might want to gauge a user’s concern with privacy or some other policy (e.g., how do you feel about your privacy with regard to XXX?). This scale gauges the user's concern.

This scale gauges the importance.