B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
71%
71% -- sample size requirement relative to 5 point scale for 10-point customer satisfaction rating scales (2003)
A 10-point rating scale requires 71% of the sample size of a 5-point rating scale to achieve the same measurement precision.
- Requirement is to achieve the same measurement precision
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Lighthouse Research Team
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Source verified
Evidence graded
Value
71%
Unit
Percentage
Data Vintage
2003
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Marketing Research (Wittink & Bayer)
Primary
Tier C
https://www.argentumstrategy.com/10point-scale-fan-club/ ↗
Source Article
10-Point Scale Fan Club - Argentum Strategy
This blog post is guest authored by Dr. Anne Beall, President of Beall Research and Training. Anne is also the author of the succinct and very useful book Strategic Market Research. I asked Anne to write this post because I have found that it is sometimes challenging to convince clients that using a…
Original Research
Marketing Research (Wittink & Bayer)
· Original study ↗
Methodology
Comparison of statistical precision between 10-point and 5-point rating scales, cited from Wittink & Bayer, Marketing Research, Fall 2003
Methodology documented
Segmentation
Industrymarketing
RoleAll marketers
Cite this stat
Plain Text
10-point customer satisfaction rating scales: 71% sample size requirement relative to 5 point scale. Source: Marketing Research (Wittink & Bayer) (2003). Via Lighthouse Intelligence -- https://lighthousedata.io/data/10-point-scale-sample-size-requirement
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<blockquote cite="https://lighthousedata.io/data/10-point-scale-sample-size-requirement" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>71%</strong> -- sample size requirement relative to 5 point scale for 10-point customer satisfaction rating scales<br><small>Source: Marketing Research (Wittink & Bayer) (2003) · <a href="https://lighthousedata.io/data/10-point-scale-sample-size-requirement" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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