Research Topics:

Customer Satisfaction Studies | Quantitative Research

Content Type:

Glossary

Balanced Scales Definition

Balanced Scales are a type of survey measurement tool where response options are evenly distributed to include both positive and negative choices.

What are balanced scales in marketing research?

Balanced scales are a type of survey measurement tool where response options are evenly distributed to include both positive and negative choices. They provide respondents with a fair range of options, typically featuring equal numbers of favorable and unfavorable categories with a neutral point in the middle.

How do balanced scales work?

In practice, a balanced scale might include five or seven points. For example, a five-point satisfaction scale could range from “very dissatisfied” to “very satisfied” with “neutral” in the center. This symmetry helps ensure that no bias is introduced by giving respondents more positive or negative response options.

Key aspects of balanced scales

• Provide an equal number of positive and negative options

• Include a midpoint to capture neutral or undecided views

• Reduce bias by avoiding skewed response options

• Often used in Likert-type questions measuring attitudes or satisfaction

Why are balanced scales important in marketing research?

Balanced scales enhance the validity of survey data by capturing the full spectrum of respondent opinions. They prevent survey design from unintentionally nudging participants toward a more favorable or unfavorable answer, which supports more accurate and actionable insights for decision-making.

Who relies on balanced scales?

• Survey designers use them to build fair and unbiased questionnaires

• Marketing researchers rely on them to collect accurate measures of attitudes and perceptions

• Clients and stakeholders depend on the resulting data to make balanced business and marketing decisions

How do marketing researchers use balanced scales?

Researchers use balanced scales when they want to measure opinions, satisfaction or attitudes in a way that does not favor one side. For instance, in brand tracking studies or customer satisfaction surveys, balanced scales provide a consistent and unbiased method for quantifying sentiment. The results can then be compared across time periods, demographic groups or markets to guide strategy and improvement.