What is a rating scale?
A rating scale is a survey question that asks people to rate something on an ordered set of points, such as 1 to 5 stars or 0 to 10. Each answer becomes a number, so you can average the ratings, compare groups and follow the score over time.
How rating scales work
A rating scale turns an opinion into a number. The question names what to rate, such as “How satisfied are you with your delivery?”, and the scale offers ordered points with labels at the ends, such as Very dissatisfied and Very satisfied. Stars, numbers, faces and sliders are all ways to draw the same idea.
Rating scales are the most common closed-ended questions because they are quick to answer and easy to compare. Several well-known metrics are rating scales with a fixed question and a fixed way to score them: CSAT on 1 to 5, NPS on 0 to 10 and CES on an effort scale, most often 1 to 7.
A rating tells you how much, and a short open question after it tells you why. Ask both when the score will lead to a decision.
- Measures
- Satisfaction, quality, likelihood, effort or agreement
- Common scales
- 1 to 5, 1 to 7, 0 to 10
- Shown as
- Stars, numbers, faces, pills or a slider
- Scored as
- An average, or the share of answers at the top of the scale
- Used in
- CSAT, NPS, CES and Likert questions
Types of rating scales
The scale you pick depends on what you measure and where people answer. Shorter scales are faster on a phone, and longer ones show finer differences.
| Scale | Points | Example question |
|---|---|---|
| Stars | 1 to 5 | “How would you rate your stay?” |
| Satisfaction (CSAT) | 1 to 5 | “How satisfied are you with your order?” |
| Likelihood (NPS) | 0 to 10 | “How likely are you to recommend us?” |
| Effort (CES) | 1 to 7 or 1 to 5 | “How easy was it to solve your issue?” |
| Agreement (Likert) | 5 or 7 points | “The checkout was easy.” |
| Emoji faces | 3 to 5 faces | “How do you feel about the new design?” |
Rating scale example
Label both ends so everyone reads the scale the same way, and keep the high end on the right. Ask about one thing at a time, and name it: the delivery, the support chat, the new report.
How to calculate an average rating and CSAT
Two figures cover most needs. The average rating adds up every answer and divides by the number of answers. The CSAT score counts the share of answers at the top of a 5-point scale, the 4s and 5s, which is often easier to explain in a report.
Average rating = sum of all ratings ÷ number of answers
CSAT = answers of 4 or 5 ÷ all answers × 100
On a 5-point scale. The average moves with every rating, while CSAT changes only when an answer crosses the line between 3 and 4.
A rating scale example with numbers
Say 250 customers rate a delivery from 1 to 5 stars. 110 give 5 stars, 70 give 4, 30 give 3, 20 give 2 and 20 give 1.
The ratings add up to 980 points, so the average is 3.92. The 180 answers of 4 or 5 make a CSAT of 72%. The 40 answers of 1 or 2 are where a follow-up question earns its place.
- 5 stars
- 110 answers, 550 points
- 4 stars
- 70 answers, 280 points
- 3 stars
- 30 answers, 90 points
- 2 stars
- 20 answers, 40 points
- 1 star
- 20 answers, 20 points
- Average
- 980 ÷ 250 = 3.92
How many points should a rating scale have?
Five points suit most questions: each point has a clear meaning, and the scale fits on any screen. Use 7 points when you need finer steps, and 0 to 10 when a method such as NPS sets it. Three points or a thumbs up and down work for quick checks, such as whether an article helped.
Choose once and keep it. Ratings on different scales can't be compared directly, so moving from 5 to 7 points breaks your trend line.
Rating scales in Usertick
The survey editor has a question for each common scale. Stars has 2 to 7 steps, 5 by default, drawn as stars, hearts, thumbs or numbers with labels at both ends, and every shape records the same score. NPS runs from 0 to 10, CES uses a 5 or 7 point effort scale (7 by default), and Emoji, Big scale, Slider and Mood dial cover faces, large tap targets and ranges.
Results shows a Stars question's average with its change from the period before, a bar per rating and the share rated 4 or higher, which is the CSAT score. CSAT counts answers at or above 80% of the scale, so on a 7-step scale it counts 6s and 7s. The Audience tab shows the score per country, device, language and page, and flags a group that sits clearly lower.
On every plan, a workflow alert posts to Slack or Microsoft Teams when an average score crosses a line you set.
Mistakes to avoid with rating scales
Small choices that keep the results useful.
- 01
Leaving the ends unlabeled
Without labels, some people read 1 as the best score. Label both ends, and keep the high end on the right.
- 02
Switching scales partway through
Moving from 5 to 7 points breaks the comparison with past results. Pick a scale and keep it.
- 03
Rating two things at once
“How satisfied are you with price and quality?” has no right answer for someone happy with only one. Ask one rating per thing.
- 04
Reading only the average
An average of 3 can hide a split between 1s and 5s. Look at the bar for each rating as well.
Frequently asked questions
A 1 to 5 scale is quicker to answer and each point is easy to label, so it suits most questions. A wider scale shows finer differences, and 0 to 10 is the standard for NPS.
A Likert scale is one kind of rating scale: it asks how much people agree with a statement. Rating scales also cover grades, likelihood and effort.
Start at 1 for most ratings, so the lowest point still reads as a rating. NPS starts at 0 by design, where 0 means not at all likely.
Usertick counts the share of answers on the survey's first Stars question at or above 80% of the scale, which is 4 or 5 on a 5-point scale and 6 or 7 on a 7-point scale.
Listen better, act faster, and build what truly matters.
Start free, see what your customers mean, and get each answer to the person who can act on it.
- 150 responses a month on Free
- Every channel and AI analysis
- No card needed