Ordinal Rating Scales

Ordinal rating scales allow respondents to choose from an ordered set of options with descriptive labels. Unlike numeric scales, these use words to describe each level, making them intuitive for measuring opinions, feelings, and subjective experiences.

When to Use

Use ordinal rating scales to collect:

  • Satisfaction levels - “Very Satisfied” to “Very Dissatisfied”
  • Agreement scales - “Strongly Agree” to “Strongly Disagree”
  • Frequency - “Always”, “Often”, “Sometimes”, “Rarely”, “Never”
  • Quality ratings - “Excellent”, “Good”, “Fair”, “Poor”
  • Importance ratings - “Critical”, “Important”, “Nice to have”, “Not needed”
  • Likelihood - “Very Likely” to “Very Unlikely”

Visual Presentation

Standard Likert Scale

Standard 5-point satisfaction scale with descriptive labels.

How satisfied are you with our customer support? *

Compact Layout

Use the dropdown variant when space is limited or for a more compact survey design.

Overall satisfaction with our service? *

Configuration Options

Customize your ordinal rating scales with these settings:

  • Number of points - Typically 3, 5, or 7 points
  • Scale labels - The ordered options respondents choose from
  • Visual style - Choose between radio buttons (default) or dropdown for space-constrained layouts

Best Practices

Choose the Right Number of Points

  • 3-point scales: Simple, but less nuanced. Good for quick surveys.
  • 5-point scales: The sweet spot - detailed enough without overwhelming.
  • 7-point scales: More granular, but respondents may struggle to differentiate.
  • Even vs Odd: Use odd numbers (5, 7) to include a neutral middle point. Use even (4, 6) to force positive/negative choice.

Use Balanced Scales

Keep your scale symmetrical:

  • Very Satisfied | Satisfied | Neutral | Dissatisfied | Very Dissatisfied
  • Avoid: Extremely Satisfied | Satisfied | Neutral | Somewhat Dissatisfied | Dissatisfied

Both ends should have equal weight and number of options.

Keep Labels Consistent

Use the same scale structure throughout your survey when possible:

  • If you start with “Very Satisfied” to “Very Dissatisfied”, stick with that pattern
  • Don’t mix satisfaction scales, quality scales, and frequency scales randomly
  • Consistency helps respondents answer quickly and accurately
  • Order labels from Positive to Negative

Common Use Cases

Customer Satisfaction (CSAT)

Measure customer satisfaction with a standard 5-point scale from “Very Satisfied” to “Very Dissatisfied”. Use our CSAT template to get started quickly.

How satisfied are you with your recent purchase? *

When NOT to Use Ordinal scale

Consider alternatives if:

Ordinal scale vs Interval scale

Use ordinal scale when:

  • Labels are descriptive words (“Excellent”, “Good”, “Fair”)
  • The distance between points isn’t equal or measurable
  • You’re measuring subjective feelings or opinions

Use interval scale when:

  • You want numeric ratings (0-10, 1-5)
  • You need to calculate averages
  • You’re using NPS or similar numeric metrics

Example:

  • OrdinalScale: “Very Satisfied”, “Satisfied”, “Neutral”, “Dissatisfied”, “Very Dissatisfied”
  • IntervalScale: 1, 2, 3, 4, 5 (with optional labels at endpoints)

Tips for Better Responses

  • Use familiar scales - People understand standard satisfaction and agreement scales
  • Be consistent - Use the same scale structure throughout your survey
  • Label clearly - Don’t assume respondents understand unlabeled middle points
  • Consider neutral - Include a middle “neutral” option unless you want to force a choice
  • Keep it simple - 5 points is usually enough
  • Test your labels - Make sure they’re clearly distinct from each other