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Home > Blog > Surveys

The Art and Science of Likert Satisfaction Scale

Have you ever known about the Likert Satisfaction Scale? It’s essentially a cool instrument named after its maker, Resins Likert, that specialists use to jump into what’s on individuals’ brains and hearts.

likert satisfaction scale

Envision it like a cordial survey that actions how people feel about things. Picture this: You’ve gotten some information about your involvement in an item or administration, and you get to let the cat out of the bag on whether you concur or contradict explicit proclamations.

This scale brought into the world during the 1930s, is no joking matter in brain science, social science, and statistical surveying circles since it’s direct yet sneaks up suddenly.

Consider it a review hero that helps specialists accumulate and figure out information, uncovering how cheerful or not-really blissful individuals are in various gatherings. It resembles giving a voice to that multitude of suppositions out there!

Table of Contents:

  1. What is a Likert Satisfaction Scale?
  2. Use of Likert Satisfaction Scale
  3. Step-by-Step Process
  4. Evaluation of a Likert Satisfaction Scale
  5. Wrap Up

What is a Likert Satisfaction Scale?

A Likert Satisfaction Scale is a type of psychometric scale commonly used in surveys and research to measure people’s attitudes, opinions, and satisfaction levels. It was developed by psychologist Rensis Likert in the early 1930s.

The regular comprises a progression of explanations or questions connected with a specific subject, like consumer loyalty, representative commitment, or item quality.

Respondents are approached to show their degree of understanding or conflict with every assertion on a scale, generally going from “strongly disagree” to “strongly agree.” The scale may also include a neutral option, such as “neither agree nor disagree.”

Here is an example of a 5-point Likert Satisfaction Scale or 5-Point Performance Rating Scale:

  1. Strongly Disagree
  2. Disagree
  3. Neither Agree nor Disagree
  4. Agree
  5. Strongly Agree

Respondents choose the number that best represents their opinion or level of agreement with each statement. The scores are then analyzed to measure the overall satisfaction or attitude of the respondents toward the subject being assessed.

It provides a convenient and standardized way to collect and quantify people’s opinions. They are widely used in social sciences, market research, and other fields to gather quantitative data on subjective experiences and attitudes.

Use of Likert Satisfaction Scale

Under the following scenarios, get high-quality insights for data stories.

Let’s dive in.

  • When you want to measure attitudes or opinions

Use this scale to measure attitudes and opinions about a particular topic or issue.

For example, you can leverage this psychometric scale to measure your target audience’s attitudes toward a new product or policy.

  • When you want to compare responses across different groups

It can help you easily compare the responses of different groups of people.

This is because the responses can be easily quantified and analyzed using charts and graphs.

When you want to gather data quickly

The scale is relatively quick and easy to use.

It requires your target respondents to simply select their responses from a set of options.

This makes it a useful tool for gathering data quickly and efficiently.

  • When you want to minimize response bias

This can help you minimize response bias by providing a clear set of easy-to-understand response options, similar to how an IELTS band score chart offers precise, standardized levels for assessing language proficiency. This clarity reduces the likelihood that your target respondents will misunderstand the questions or give misleading responses.

  • When you want to analyze responses using statistical and visualization techniques

The Likert scale provides responses you can easily analyze using statistical techniques, such as mean and standard deviation.

Also, you can visualize the data using charts.

  • When you want to measure changes over time

Measure changes in attitudes or customer feedback over time by administering the same survey at different points in time.

This can help you understand how attitudes or opinions have evolved within the target market or the workplace.

  • When you want to measure subjective opinions

This Scale is designed to measure subjective opinions and attitudes, rather than objective facts.

So, it’s a critical tool for data collection on subjective topics where there may not be a clear right or wrong answer.

For instance, you can use the scale to gather the opinions of your team about the newly established healthcare insurance scheme.

Keep reading because, in the coming section, we’ll show you how to conduct a satisfaction survey.

Step-by-Step Process

  1. Determine your research question

Before you begin, have a clear idea of what you want to learn from your survey.

This will help you create a set of statements or questions that are relevant and meaningful to your survey.

  1. Develop your scale

Next, create a Satisfaction scale that reflects the range of responses you want to measure.

A typical range from “strongly agree” to “strongly disagree.”

You’re free to use other scales that reflect different ranges of responses (e.g., “very satisfied” to “very dissatisfied”). In our examples, we’ll focus mostly on a 5-point Likert Satisfaction Scale.

  1. Create your survey

Once you’ve developed your Scale, create your survey by writing a series of statements or questions that relate to your research.

Keep your survey concise and focused.

This is because respondents are more likely to complete a short survey than a long one.

  1. Administer your survey

There are several ways you can administer your survey, such as emails, social media, and website embeds.

  1. Evaluate the results

Once you have collected your survey responses, use a Chart to visualize the data for insights.

Remember that data is subjective and can be influenced by a variety of factors. So, we recommend you interpret the results in the context of the specific research questions.

  1. Report your findings

Finally, report your findings in a data story with a Chart.

Remember to include any limitations of your study, as well as any recommendations for future survey exercises.

In the coming section, we’ll show you how to evaluate Likert Satisfaction data.

Evaluation of a Likert Satisfaction Scale

Follow these steps to evaluate a Likert Satisfaction Scale.

  • Overall sentiment

The first step of evaluating data is to look out for the overall sentiment for your survey topic.

This may require you to evaluate the survey data collection.

Alternatively, we recommend you ask your target audience’s overall feelings about the topic.

  • Biggest problems first

Focus mostly on negative perspectives because they show what improvements you need.

In your Likert Satisfaction results, focus more on the significant sources of negative feedback.

Microsoft Excel lacks charts and graphs with a Satisfaction Scale. You don’t have to discard the spreadsheet application.

We recommend you install the ChartExpo add-in to access a ready-made and visually stunning Chart to visualize survey results.

ChartExpo is an add-in you can install in Microsoft Excel to access the Chart, plus many other charts.

It will take you minutes to create a chart using ChartExpo. Besides, it comes with more formatting capabilities to ensure your charts and graphs align with your needs and preferences.

The ChartExpo add-in costs $10 a month.

In the coming section, we’ll show you how to visualize survey data using ChartExpo’s Charts.

How to Install ChartExpo in Microsoft Excel?

  1. Open your Excel application.
  2. Open the worksheet and click on the “Insert” menu.
  3. You’ll see the “My Apps”.
  4. In the office Add-ins window, click on “Store” and search for ChartExpo on my Apps Store.
  5. Click on the “Add” button to install ChartExpo in your Excel.

ChartExpo charts are available both in Google Sheets and Microsoft Excel. Please use the following CTA’s to install the tool of your choice and create beautiful visualizations in a few clicks in your favorite tool.

Example

In this section, we’ll display insights into the survey responses below using ChartExpo. First, let’s dive into scales, there is a specific scale available for each response. Let’s examine the Likert Satisfaction Scale Rating system.

  • 1 = Strongly Disagree
  • 2 = Disagree
  • 3 = Neutral
  • 4 = Agree
  • 5 = Strongly Agree
Questions Scale Feedbacks
You can recall our brand whenever you see advertisements on social media. 1 100
You can recall our brand whenever you see advertisements on social media. 2 80
You can recall our brand whenever you see advertisements on social media. 3 50
You can recall our brand whenever you see advertisements on social media. 4 300
You can recall our brand whenever you see advertisements on social media. 5 450
Are you satisfied with our product quality? 1 80
Are you satisfied with our product quality? 2 100
Are you satisfied with our product quality? 3 60
Are you satisfied with our product quality? 4 450
Are you satisfied with our product quality? 5 500
Will you recommend our product to others? 1 90
Will you recommend our product to others? 2 100
Will you recommend our product to others? 3 150
Will you recommend our product to others? 4 250
Will you recommend our product to others? 5 350
Do you think our prices are better than others? 1 100
Do you think our prices are better than others? 2 90
Do you think our prices are better than others? 3 300
Do you think our prices are better than others? 4 400
Do you think our prices are better than others? 5 450
  • To get started with ChartExpo, install ChartExpo in Excel.
  • To use ChartExpo after installation, select My Apps from the INSERT menu.
insert chartexpo in excel
  • Select ChartExpo from My Apps and choose Insert.
open chartexpo in excel
  • Once ChartExpo is loaded. Click on the Likert Scale Chart from the list of charts.
search likert scale chart in excel
  • Click the “Create Chart From Selection” button after selecting the data from the sheet, as shown.
create likert scale chart in excel
  • The final Likert Scale Chart will look as follows.
what is a likert satisfaction scale

Insights

  • 77% of customers indicated that they will recall your brand whenever they see advertisements on social media and the other 18% of respondents will not recall your brand whenever they see advertisements on social media.
  • 80% of respondents indicated that they were satisfied with the quality of the product and 15% indicated that they were unsatisfied with the quality of the product.
  • 64% of respondents indicated that they would recommend your brand to others and 21% indicated they would not recommend your brand to others.
  • 64% of respondents indicated that they think your product price is cheaper than others and 14% indicated they think your product price is higher than others.
  • Overall view, 70% of respondents are satisfied with the product. Out of 39% amazing experience with the product. 16% are unsatisfied with the product. The Grey area represents neutral which means they are neither satisfied nor unsatisfied with a product, which is 13%.

FAQs:

What is the 5-point Likert scale for satisfaction?

The 5-point Likert scale is a normally utilized strategy to gauge satisfaction and different mentalities in studies and examinations. It comprises a bunch of proclamations or inquiries, and respondents are approached to demonstrate their degree of understanding or conflict with every assertion on a size of five choices. The typical scale looks like this:

  1. Strongly Disagree
  2. Disagree
  3. Neutral
  4. Agree
  5. Strongly Agree

Respondents choose the number that best represents their level of agreement or satisfaction with the given statement. The neutral option provides a midpoint for those who neither agree nor disagree.

This scale is easy to administer and analyze, making it a popular choice for researchers and survey designers. It allows for a quantifiable measure of attitudes or opinions while providing some level of nuance in responses.

What is the scale for satisfaction?

Satisfaction is an emotional measure and can shift from one individual to another and setting to setting. There is no general scale for Satisfaction that applies to all circumstances. However, in many surveys and research studies, satisfaction is often measured on a numerical scale.

Common scales for satisfaction include:

  1. Numeric Scales: Participants may be asked to rate their satisfaction on a scale of 1 to 10, with 1 being extremely dissatisfied and 10 being extremely satisfied.
  2. Likert Scales: These scales present a statement and ask respondents to indicate their level of agreement or disagreement. For example, “Strongly Disagree” to “Strongly Agree.”
  3. Visual Analog Scales (VAS): These are often used in healthcare settings and involve a continuous line where participants mark their level of satisfaction.
  4. Smiley or Face Scales: Particularly used in surveys involving children or situations where a visual representation is preferred, respondents may be asked to choose from a set of smiley faces or emoticons representing different levels of satisfaction.

It’s important to note that the specific scale used can depend on the nature of the survey, the target audience, and the type of data researchers aim to collect. Researchers may adapt or create scales based on the unique requirements of their study.

Wrap Up

A Likert Satisfaction Scale is widely used to compare and measure the opinions and attitudes of a group of people.

The scale is easy to analyze. This is because the responses can be easily quantified and visualized using charts and graphs, such as a Likert Scale Chart.

We don’t recommend you do away with Microsoft Excel in favor of other expensive applications for visualizing survey data.

So, what’s the solution?

We recommend you install an add-in, such as ChartExpo, to access a ready-made Chart.

ChartExpo is an Excel add-in loaded with a ready-to-use Chart, plus many other charts and graphs.

Sign up for a 7-day free trial today to access ready-made and visually stunning Charts for your upcoming surveys.

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