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Measuring Customer Satisfaction

What is the difference between a rating and a ranking scale? Which one is better at measuring customer satisfaction, and why?

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1. What is the difference between a rating and a ranking scale? Which one is better at measuring customer satisfaction, and why?

It depends, but a rating scale is often used (see example below).

A rating scale is a scale based on descriptive words or phrases that indicate performance levels. Qualities of a performance are described (e.g., advanced, intermediate, novice) in order to designate a level of achievement. The scale may be used with rubrics or descriptions of each level of performance. www.journeytoexcellence.org/practice/assessment/glossary.phtm
However, a rating scale is often used to measure levels of job or customer satisfaction, as well.

Rank-order scale - a respondent is presented with several items simultaneously and asked to rank them (example: Rate the following advertisements from 1 to 10.) This is an ordinal level technique. http://en.wikipedia.org/wiki/Scale_(social_sciences)

In general, before deciding on the type of scale, ask yourself the following ...

Solution Summary

By discussion and example, this solution explains the difference between a rating and a ranking scale, and evaluates which one is better at measuring customer satisfaction, and why.

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