A reasonably comprehensive review of the literature has revealed largely inadequate attempts to evaluate counseling, due chiefly to improper criterion development. A consolidation of various criterion issues reveals that multiple criteria and some combination of the other types of criteria discussed are most promising for application in research. A consolidation of scaling issues emphasizes multiple ratings, the closing gap between physical and psychological continua, and the improper use of theoretical definitions for criterion development. A review of rating scales covering the last 20 years reveals a general implementation of relevant criterion issues, but little attention to relevant scaling issues. It is concluded that each phase of rating scale development demands proper scaling techniques. Those suggested are (a) factor analysis and (b) multidimensional scaling analysis. Other scaling methods are discussed, and item construction and analysis are developed briefly.