User's Manual

Smart Survey Design
Page 13
typically recommended to use a seven–point scale for these types. It is also good to keep
the statements on the opposite ends short and precise (Brace 2004, 89-90).
NOTE: Currently SurveyMonkey does not provide this format in our available question
types. We are working on some feature requests and hope to have this offered in the
future. You could create a Rating/Matrix question and label the columns 1 – n and add
descriptive text only to the first and last column, but you won‟t be able to put descriptive text
on the left and right side of the scale.
General Example of a Semantic Differential Scale:
To what extent do you feel that SurveyMonkey has been improved? Please answer along
the following scale:
Improved 1 2 3 4 5 6 7 Unimproved
4. Balanced vs. Unbalanced-Rating Scales:
A five-point rating scale typically gives sufficient discrimination and is easily
understood by survey participants. This is usually recommended for most survey settings
(Brace 2004, 82). However, there is no set limit on the number of categories to use. Using
too few could give less-cultivated information, while using too many could make the
question hard to read and answer. Related to this setup is the decision of incorporating a
“middle category.” The content and analytical purpose of the question will determine if you
want to create a balanced vs. an unbalanced rating scale. If a rating scale is balanced, it
means it is composed of an equal number of positive and negative labels anchored by
opposite poles, with or without midpoints (Meric, H. and J. Wagner 2006, 4).
Example 1 Balanced:
Very Poor Poor Average Good Excellent
1 2 3 4 5
Example 2 Unbalanced:
Poor Average Good Very Good Excellent
1 2 3 4 5
In Example 1 you see 2 positive and 2 negative statements with a neutral midpoint.
For this case, respondents are not led in either direction. However, in Example 2 there are
3 positive statements and only 2 negative statements. In this case, the more positive