in this article, you will learn about Continuous Rating Scale.
It is a Noncomparative Scale technique in which respondents are asked to rate stimulus objects by placing a point/mark appropriately on a line that runs from one extreme of the criterion to the other variable’s criterion.
The continuous rating scale is also known as a Graphic Rating Scale or a Graphic Rating Scale. The respondent is free to place a mark anywhere on the line based on his or her opinion, and he or she is not required to choose from the values that have been previously established by the researcher. It is possible for the continuous scale to take on many different shapes. For example, it can be vertical or horizontal; scale points, in the form of numbers or brief descriptions, may be provided; and if scale points are provided, the number of scale points may be small or large.
The researcher divides the line into several categories after obtaining the ratings and then assigns the scores to the ratings based on which category they are assigned to. We can say that the continuous rating scale possesses the characteristics of description, order, and distance, among other characteristics. In this context, we mean the unique tags, names, or labels that are used to designate the various scale values. The order of the descriptors refers to their relative positions, whereas the distance between them indicates that an absolute difference between the descriptors is known and can be expressed in unitary terms between them.
One of the benefits of using a continuous rating scale is that it is simple to create and maintain. However, the scoring system is both time-consuming and reckless. Aside from that, these rating scales offer little information. As a result, the continuous rating scale is only used in limited circumstances in marketing research.
Despite these limitations, the use of the continuous scaling technique has increased as a result of the rising popularity of computer-assisted personal interviewing (CAPI), a technique in which both the respondent and the interviewer provide answers via computers. On the internet, the continuous rating scale can be implemented well in CAPI, as well as in the CAPI application. This scale allows a cursor to move continuously in order to select the appropriate position on a scale that most accurately describes the candidate’s evaluation.