Skip to main content

When to use 5, 7 or 10 point scales?

  • Updated

The choice of a 5-point, 7-point, or 10-point scale in consumer research depends on the type of data you’re collecting, the audience, and the context of the study. Here’s an overview of when to use each.

 

5-point scale

Commonly used with ratings like “Strongly Disagree” to “Strongly Agree.”

Best for:

  • Simplicity - when respondents might have limited time or need an easy-to-use scale.
  • Clarity - for audiences with lower literacy or familiarity with surveys.
  • Broad overviews - when fine distinctions in opinions or preferences aren’t critical.
  • Global research - works well in cultures or regions where smaller scales are standard.
Advantages Disadvantages
  • Easy to understand and complete on mobile devices.
  • Reduces cognitive load on respondents.
  • Suitable for most statistical analyses.
  • May oversimplify responses, losing nuance.
  • Limited granularity for more precise opinions.

 

7-point scale

Adds more response options, like “Strongly agree”, “Agree”, “Somewhat agree”, etc.

Best for:

  • Moderate nuance - when you want more granularity without overwhelming respondents.
  • Capturing subtle differences - useful when consumer preferences are more varied or complex.
  • Balanced options - offers a neutral midpoint and slightly more differentiation than a 5-point scale.
Advantages Disadvantages
  • Provides a better balance between detail and simplicity.
  • Captures more subtle variations in consumer opinions.
  • Often preferred in academic and market research for higher reliability.

  • Slightly more complex than a 5-point scale.

  • May not be intuitive for all respondents in certain demographics.

 

10-point scale

Offers a wider range, from “1 = Very dissatisfied” to “10 = Very satisfied.”

Best for:

  • High Precision - when greater granularity is needed to capture subtle differences.
  • Advanced analytics - works well in correlation studies or when differentiating closely related responses.
  • Numeric-oriented surveys - respondents comfortable with numbers (e.g., scoring performance or satisfaction).
Advantages Disadvantages
  • High sensitivity for detailed opinions.
  • Greater statistical variability for more advanced analyses.
  • Works well in contexts where precise rankings matter (e.g., Net Promoter Score).
  • Increases cognitive load, potentially leading to inconsistent responses, especially on mobile devices.
  • May not be necessary if responses tend to cluster (e.g., near the middle or extremes).

 

Key considerations for choosing

  5-point 7-point 10-point
Research goals For general satisfaction or agreement questions For understanding nuanced opinions For precise differentiation or scoring
Audience Less experienced or time-limited respondents Experienced or detail-oriented respondents
Cultural norms Some cultures (Asia, Africa, LATAM) prefer fewer choices, making it more effective In Western contexts (US, Germany, Scandinavia) these may feel more natural.

 

Conclusion:

  • Use a 5-point scale for simplicity and general surveys.
  • Use a 7-point scale for balanced granularity and nuanced insights.
  • Use a 10-point scale when precision is critical or in contexts like Net Promoter Score (NPS) studies but consider the cognitive load on respondents.

Additionally, more response options provide higher granularity but require larger sample sizes for meaningful statistical significance. Therefore the choice should align with your research objectives and the capabilities of your target audience.