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Non-Balanced Scale - Market Research

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Non-Balanced Scale - Market Research

Non-balanced scales, in market research, are scales in which the respondent is given more options to express themselves one way than they are another. For instance, a non-balanced scale might be used if a researcher was confident that a majority of people would agree with a certain proposition. In this case, there is more value in breaking down the people who agree than there is in capturing those who don't agree, so the scale might look like the following:

Disagree - Neither Agree nor Disagree - Agree Slightly - Agree - Agree Strongly

As is clear, there are more options for the respondent to agree, and the data will give a clearer picture of how strong that agreement is across the sample.

Non-balanced scales should be used with caution and only in situations where the benefit is known and understood, as they can lead to bias being introduced in to a market research project (i.e. there are more opportunities for individuals to give a positive opinion in the above example, and thus this biases positive views).

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