Ratings With Rankings To Split Ties

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A common problem with the use of rating scales is that respondents often will assign many and perhaps most of their ratings to a single scale point. For example, if asking respondents to rate the importance of various product features, such as price, quality and variety of flavors, it is not uncommon for some respondents to indicate that many of the items score a 10 on a rating scale such as the one shown below:

0 Not important
1
2
3
4
5
6
7
8
9
10 Very important

A solution to this problem is to get respondents to rank any tied ratings. For example, if the respondent indicated that price, quality and variety of flavors all received a rating of 10 the next question would require that the respondent ranked these three items. If relevant, similar rankings can be used to split items which received the same rating for other scale points.