Consider the options when rolling is possible. 1. Rolling onto the stage. 2. Rolling as one gets up when knocked down. 3. Rolling to be evasive.
1. Rolling onto the stage.
If an opponent rolls onto the stage often, consider the distance at which the opponent can roll. Also consider the damage your opponent has. I believe more damage slows down a roll from the ledge. It certainly affects the duration one can hang on the ledge. During this time you can perform a down smash or a side smash if your opponent rolls behind you or in front of you. Down smash may be more reliable. Consider also if you have projectiles. If my opponent rolls onto the stage, I can use a full charge shot to punish him/her.
2. Rolling from getting knocked down.
When your opponent is knocked down, you can tech chase your opponent. This kind of method is used often by Ganondorf. Ganondorf will wait to see what direction the opponent goes, or even try to read where the opponent might go to perform Flame Choke. A successful tech chase will allow Ganondorf to perform multiple flame chokes. This can also be performed with Ridley, but due to Ridley's dragging animation, it doesn't work entirely like Ganondorf's. If you have a projectile, you can watch to see where your opponent rolls and fire a projectile. As Samus, I try to time it right to see what my opponent might do. Even if my opponent just gets up, landing a full charge shot can be successful. If you use a sword, you could watch to see what direction your opponent might go.
3. Rolling to be evasive.
I've dealt with some opponents who like to roll toward me. It is strangely effective, except when I decided to short hop neutral air as I back away in the direction my opponent is rolling. This tends to be useful, but even if your neutral air doesn't work, a short hop back air should. If you have options, such as dropping bombs or other projectiles, that might hinder your opponent's rolling. If you know your opponent rolls a lot, don't go for grabs, unless you decide to use pivot grabs. After all, those can catch your opponent, since pivot grabs require dashing, which allows for the intangibility frames of your opponent to finish.