Chapter eight of the book “Customer Satisfaction” is called “Keeping the Score”, and it’s all about choosing the best rating scale for measuring customer attitudes.

Greg and Stephen talk through the issues, explaining why the ten-point numerical scale is the only sensible option for customer research, whether you’re using a Satisfaction Index or Net Promoter Score.

https://s3.eu-west-2.amazonaws.com/tlf-public-assets/podcasts/Ep19+-+Ch8+KeepingTheScore.mp3