Verbal scale definition:
A verbal scale also referred to as a “word statement” or “scale expression”, is where the response options are presented to the respondent using words, whether spoken or written.
Verbal scales may give words or phases for every answer option, for example, strongly agree/agree/unsure/disagree/strongly disagree, or the scale may be verbalized at the end points of the scale, for example, “never” and “always”. Care should be taken when constructing the phrases as the way that the options are worded is likely to affect respondent’s behaviour.
Verbal map scale:
A map scale that expresses the relationship between distance on the map and distance on the ground in words; for example, "One inch equals 10 miles."
Graphic map scale:
Fractional map scale:
The fractional method for portraying the scale of a map uses a representative fraction to describe the ratio between the map and the real world. This can be shown as 1:50, 000 or 1/50, 000.
Other scale types - click on each phrase to go to the detailed glossary entry.
- Survey scales - a scale is an ordered series of response options, presented verbally or numerically from which the respondents select to indicate their level of feeling about the measured attribute.
- Guttman scale - an ordinal scale type where statements are arranged in a hierarchical order so that someone who agrees with one item will also agree with lower-order, easier, less extreme items.
- Likert scale - Questions utilizing a Likert scale generally present the respondent with a statement and asks for his/her level of agreement with the statement by selecting a point on the scale. These points have often verbal statements or numbers attached to them. The scale should be balanced between positive and negative agreement options.
- Interval scale - An interval scale has intervals which each have the same interpretation and do not have a "true" zero point, therefore it is not possible to make statements about how many times higher one score is than another. One unit on the scale represents the same magnitude on the trait or characteristic being measured across the whole range of the scale.
- Continuous scale - On a continuous scale respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the variable to the other. The form of the continuous scale may vary considerably.
- Comparative scale - Comparative scales involve the direct comparison of stimulus objects. Most often, the respondent is asked to compare one brand, product or feature against another. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.
- Discrete scale - Discrete data, like counts, are numeric data that have a finite number of possible values and can only be whole numbers. Discrete data arise from observations that can only take certain numerical values. Fractions are meaningless. In some situations, mathematical functions or calculations are not possible either.
- Forced choice scale - A forced choice scale (also known as an ipsative scale) is a rating scale that does not allow for an Undecided, Neutral, Don't know or No opinion response.