Authors Reply

It depends on the type of data you want. Dichotomous scales (“yes” vs. “no”) are great for precise data, but they don’t allow for nuance in respondents’ answers. For instance, asking if a customer was happy with an experience (yes or no), gives you almost no insight into how to improve the experience for an average customer. A Likert Scale or Net Promoter Score (NPS) is better for that task be- cause of its increased range. Although-and this is a big point-says Spool, “Anytime you’re enlarging the scale to see higher-resolution data, it’s probably a flag that the data means nothing”.3