Scoring Logic Thurstone scale

Survey Features

Scoring Logic

Get your current survey solution evaluated by our experts.

Evaluating customer satisfaction is central to business growth. But what if you score the satisfaction question?

Here let’s learn how you can use the survey feature, scoring logic, in your surveys. 

What is scoring logic?

Scoring logic is a simple survey feature that allows you to score your surveys like quizzes. 

You must have taken a Harry Potter Trivia online, where you get scored based on how many right answers you give. Similarly, you can score your online survey to evaluate the responses your audience provides. 

This feature allows you to assign value to responses to particular question types. These points for individual survey takers are added together to give your respondent a final score. 

Let’s understand how this feature works with an example. 

In a satisfaction survey, you can use scores to categorize and compare the positive reviews against the negative review. 

So, in the answer options to your satisfaction question, you can attribute positive value to positive feedback and negative value to negative feedback. You can assign 0 to the neutral feedback. 

So your scoring logic would look like this:

Scoring Logic Thurstone scale

Once you start conducting the survey, you can simply analyze the responses based on the score. Using this feature you can evaluate the survey result in two ways.

  1. Discover how many customers have selected certain satisfaction variables. 
  2. Evaluate the satisfaction of individual customers with the end score of the survey.

Check out how Voxco Online works!

100+ question types, advanced logic & branching, branded surveys… 

Build engaging surveys to boost response rates.

How does scoring logic work?

The scoring model’s goal is to make it easy to summarize and compare data on a concerned subject to benchmark and prioritize actions. 

Scored surveys help you tally survey results as per individual respondents and also as per specific questions. You can assign positive and negative values for each response variable and define a score range.

When a respondent takes your survey, their response to each question is carried forward. So a respondent may score +10 if they select “Extremely satisfied” or a -5 for “Dissatisfied”. In the end, you can compare the score per respondent or per question block and use it as a benchmark. 

There are two ways you can use scoring logic in your survey. 

  1. Use it as survey branching: 

You can use this feature to map the flow of the survey based on the selected response. 

For example, a survey with answer options “Yes” & “No” can have the value of 10 & 5 respectively. You can then use the score to direct a respondent who scores 10 to the next question while a respondent who scores 5 is directed to the “Thank You” page. 

  1. Use it to gather targeted data: 

You can use scoring logic in surveys to gather quantifiable data on specific topics. 

For example, your focus for the Brand Awareness Survey is to evaluate how many customers have heard about your brand via Instagram. So, in your survey, you simply score the answer option “Instagram” as 10, while leaving the rest of the options without any value.

Scoring Logic Thurstone scale

This way, every time a respondent selects “Instagram” the total survey data for that response is multiplied by 10. This will help you learn about the number of people who have heard about your brand via the specific platform, in this case, Instagram.

To what kind of question types could scoring logic apply?

Here are some of the question types where you can apply scoring;

1. NPS®: An NPS® question is a scale-type question with numerical values. However, you can also add values based on the three categories – promoters, passives, and detractors – to analyze the result based on the categories. 

The score is tallied as the normal NPS® scores are multiplied by the added values.

2. Rating questions: For example in a star or smiley question, you can add 0 to 5 values to the stars/smiley. This way you can easily quantify the survey data while also making the survey fun and interactive for the respondents.

3. Radio or Drop-down questions: For example, let’s say you recently launched 5 different flavored cakes in your bakery among which you want to make <flavor 5> your main attraction. In this case, you can use a radio question and assign values in the following way: 

    • 10 = Flavor 5
    • 8 = Flavor 4
    • 6 = Flavor 3
    • 4 = Flavor 2
    • 2 = Flavor 1

Now once the data is collected you can simply analyze the final score against each flavor to see which one was most liked by the customers.

See how Voxco helped Coyne Research boost productivity by 100% and reduce scripting time by 50%.

What is the difference between a scored survey and a quiz?

You can use scoring logic to create scored surveys and a quiz. However, the two serves a different purpose. 

Scored Survey: A scored survey is used by researchers to gather feedback and understand customers’ experience and satisfaction with the brand. Primarily it is used to compare and benchmark organizational performance. 

Quiz: The use of a quiz is to evaluate the knowledge of a participant. It is mostly used by teachers to test students.


A scored survey is ideal to assess customer satisfaction or gather targeted insights. The value you assign adds up to give the total score or scores per question thus allowing you to benchmark for future surveys and compare the progress.

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

Related Features

Scoring Logic Thurstone scale

Concept Testing

Concept Testing SHARE THE ARTICLE ON Table of Contents You may have many ideas for new products. Or, maybe you want to update the products

Read More »
Voxco is trusted by Top 50 Market Research firms, Global Brands & Universities in 40 countries. Voxco offers full omnichannel capability including CATI, Predictive Dialler, Online surveys, offline CAPI, and Panel Management.

Follow Voxco on