13) Balance graded responses. Don’t overdo it!
Usually 5 ratings should be good enough Excellent, Good, Fair, Poor, Terrible … avoid too many choices such as Excellent, Very Good, Good, Above Average, Average, Below Average, Poor, Very Poor, Awful … it is too confusing to know the level of satisfaction or dissatisfaction to that degree .. usually we know whether it was a great experience or a disastrous one. It might have been OK or not great or we have not real opinion but grades in between are hard to determine. Additionally the analysis of such data is cumbersome and you will probably end up combining results into more manageable groups anyway. Not only that you have to type it all in to your questions answers to start with!! So save yourself time and effort and keep it simple up front!