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Non-balanced scale (market research)
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Non-balanced scale (market research)
In this case, there is more value in breaking down the people who agree than there is in capturing those who don't agree, so the scale might look like the following:
Disagree – Neither agree nor disagree – Agree slightly – Agree – Agree strongly.
As is clear, there are more options for the respondent to agree, and the data will give a clearer picture of how strong that agreement is across the sample.
Non-balanced scales should be used with caution and only in situations where the benefit is known and understood, as they can lead to bias being introduced in to a market research project (i.e. there are more opportunities for individuals to give a positive opinion in the above example, and thus this biases positive views).
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
