Allow Respondents to Rank or Order Their Preferences

Many questions in customer satisfaction surveys ask respondents to rank certain aspects of their experience. Ranking questions ask respondents to rank or order a set of options. In customer satisfaction surveys, ranking questions are asked usually in relation to products or services. Ranking scale questions enable survey respondents to rank a set of products or services from highest to lowest – very best to very worst, most important to least important, very satisfied to very unsatisfied. 

Here is an example of a ranking scale question using a scale of 1 to 4 for a customer satisfaction survey.

In both rating scale and ranking questions in customer satisfaction survey, respondent are being asked to evaluate, or apply value to some aspect of a product or service. These evaluations are made within the mind of the respondent – the respondent may be aware of the criteria they use to make the evaluations or may just make them based on gut reaction.

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