The Benefits Of Survey Scoring

Philip Cleave
November 23, 2012

When respondents to online surveys are asked to rate things against a scale, the data obtained can be converted into useful values by means of survey scoring. The benefit of scoring is that it helps to summarize the satisfaction extent on the basis of data. Furthermore, survey scoring enables researchers to assign values to each code, including values for no responses.

Scoring is a manner of interpreting data to achieve the analysis of survey results which are a frequent tool of measuring customer satisfaction. Yet another benefit of scoring is that scores can be assigned to each question, and then the scores can be added to obtain the whole values and perform the analysis. For example, in customer satisfaction survey scoring, positive ratings are awarded positive values, and negative ratings are awarded negative values, respectively. Then the whole satisfaction is easily calculated on the basis of the mean values of all the cases, and researchers can learn whether respondents are generally satisfied, generally not satisfied, etc.

In some cases respondents give answers such as “No opinion” or “Don’t know”, such answers have a different impact on mean values, according to the values assigned to such answers. It is very important to decide how to interpret such answers in the overall judgment of customer satisfaction. The benefit of survey scoring with respect to “No opinion” or “Don’t know” answers is that according to the needs and views of researchers they can choose different solutions to scoring them: as neutral values, or they can discard them altogether when performing the calculations.

The main benefit of survey scoring is shown when the results of surveys are analyzed and reported. Market researchers often point out that survey results should be communicated to wide audiences with sufficient clarity, explaining in simple terms how the survey results are analyzed and also dwell on the reporting conventions. Clarity is especially important when survey results are announced as statistics. Scoring is beneficial in analyzing and reporting survey results, as it enables researchers to obtain measurable scales of respondents satisfaction and opinions.

Thanks to survey scoring, even the most complex statistical information can be presented with sufficient clarity and made appealing to different audiences. Using the benefit of scoring, researchers can effectively visualize the results and data obtained from surveys.

Customer satisfaction surveys are particularly challenging to market researchers. Their goals comprise the identification of strengths and weaknesses in companies offering products or services, as they are seen from the perspective or consumers. An added challenge of such surveys is that sometimes they are used in order to measure employee performance, although the main goal of such online surveys is different. The use of survey scoring affords definite benefits for customer satisfaction survey interpretation and summarisation, because scores are tools which help to obtain clear ideas of the extent of satisfaction of customers in different respects. In general, the benefits of scoring are always associated with more granular analysis and hence clearer results in terms of measurement of customer satisfaction.


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