Rating

E. Isaac Sparling, Shilad Sen
2011 Proceedings of the fifth ACM conference on Recommender systems - RecSys '11  
Netflix.com uses star ratings, Digg.com uses up/down votes and Facebook uses a "like" but not a "dislike" button. Despite the popularity and diversity of these rating scales, research offers little guidance for designers choosing between them. This paper compares four different rating scales: unary ("like it"), binary (thumbs up / thumbs down), five-star, and a 100-point slider. Our analysis draws upon 12,847 movie and product review ratings collected from 348 users through an online survey. We
more » ... a) measure the time and cognitive load required by each scale, b) study how rating time varies with the rating value assigned by a user, and c) survey users' satisfaction with each scale. Overall, users work harder with more granular rating scales, but these effects are moderated by item domain (product reviews or movies). Given a particular scale, users rating times vary significantly for items they like and dislike. Our findings about users' rating effort and satisfaction suggest guidelines for designers choosing between rating scales.
doi:10.1145/2043932.2043961 dblp:conf/recsys/SparlingS11 fatcat:bypnroot75awbk6a72ql5nteau