A few thoughts….
It rubs me the wrong way when visiting certain places like say, a car rental location, when they give you forms that explain when you get a survey they “need” 10s. That seems really not classy to be honest.
Also, I wonder if employers gave fairer raises each year, if it would have employers having more employee longevity and less turnover.
Yeah, what is the point of having a survey if they "need" 10s? Why have a range of 10 at all. If anything other than 10 is bad, then have a scale of only 2. One option good, one option bad.
No one created the scales requiring 10s, businesses started requiring 10s because that's how the customers rate. Over time it became obvious that customers who are even remotely satisfied rate extremely high, almost no one rates in the middle, and people who are not satisfied rate at the very bottom.
People are now used to 5 or 10 point rating scales, so businesses have just adapted their policies to how people use them.
Binary options also stress people out. They like the option to give their midrange opinion, they just almost never do.
When creating a survey for scientific purposes within academica, you typically have a 5 point or 7 point Likert scale with no neutral option. Humans like to preserve their brain power and a neutral option helps them achieve that. We try our best to force people to use their brain and make a decision.
If businesses do surveys and they expect all 10's, there is no variability within the data to identify improvement. With that type of strategy is seems like a huge waste of time.
As someone who was both a researcher and an executive of a business that depended heavily on online ratings, the way people respond to surveys and the way they respond in reviews of service tend to be a little different.
Also, it's not that the businesses "require" 10s, it's that only a perfect or near perfect score represents a satisfied customer, because that's just how people reply.
They don't reply with a 3 when they're satisfied, but there's room for improvement. If they did, then the businesses would be happy with a 3/5 or above, but that's just not how customers respond.
For example, in our ratings, there are multiple categories and one of them is punctuality. One of our doctors runs horribly, unacceptably late.However, she's very liked by her patients and they consistently give her a 5/5 for punctuality. They will mention in written reviews that she runs late, but they won't ever dock her points for it, not even a 4/5 just for that one category. I've seen a single review where she got a 4/5 for punctuality, and in reality, that patient was screaming at the admin about how unacceptable it was. So that tiny deviation from perfect was actually reflective of someone who was enraged at the moment.
If it was a research survey, people would respond differently.
So as I said, it's not like the businesses purposefully design a review system with the intention of not being happy with anything but a perfect score. The systems get used and then it becomes ridiculously self-evident that anything below a perfect score means the customer wasn't happy.
We're just following the data. If I saw 4/5s on some of my reviews, I would pay close attention and try to figure out what pissed off my patient. I wouldn't assume they were "above average" satisfied.
That's just not what the data indicate. I would LOVE if people rated me reasonably, then the fucking pressure would be off for constant perfection, but they don't. It's annoying.