Categories
What is a Likert scale? And why does it matter?
This topic may seem dry on the surface. But don’t just click away. It sure will leave you with a newfound appreciation for the power of measurement and data analysis.
Yes, you read that right.
If you’re anything like us, you’ve filled out a Likert scale survey at some point. You may have encountered it in your academic research, job interview, etc., Or even in your daily life without realizing it.
After all, who hasn’t been asked to rate something on a scale of 1 to 5?
This guide will take you on a journey through the history and purpose of the Likert scale.
The Likert scale is used to gauge people’s viewpoints toward a certain subject. A rating system that enables participants to express their level of accord or discord with a statement.
What makes the Likert scale so special?
It measures attitudes and opinions with all the subtlety of a cat burglar. Plus, it can analyze data on a large scale. Thus, it has the potential to uncover valuable insights that might otherwise go unnoticed.
Therefore, don’t be fooled by its simplicity – the Likert scale can reveal complex behavior and thought patterns.
How?
Let’s find out.
First, a bit of history. The Likert scale was developed by psychologist Rensis Likert in 1932. He used it to measure attitudes toward certain topics. The original scale consisted of five points, ranging from “strongly agree” to “strongly disagree.”
Back then, it was just a simple summative scale. But now, it has evolved to include various scales and response options. It’s like the Pokemon of research methods – it just keeps evolving.
Now, let’s define the Likert scale.
The Likert scale is a psychometric scale used in survey research to measure people’s attitudes, beliefs, and opinions.
How does it work?
It consists of a series of statements that express a particular viewpoint on a topic. Respondents rate their agreement or disagreement with each statement using the defined scale.
The Likert scale is an essential tool in research and surveys.
Why?
It enables researchers to gauge how strongly people feel about things. It offers a quantifiable measurement of subjective data, making analysis and interpretation a breeze. In addition, the scale allows for comparing responses across various groups and over time.
This data is valuable for studying variable relationships and influencing decisions.
Let’s look at a list of reasons why the Likert scale is important:
Understanding the different types of Likert scales can help you gather more accurate and insightful data. The Likert scale is in two main categories; the Even and Odd Likert scales.
An equal number of positive and negative response options characterizes the even Likert scale. This type of scale is best used when no neutral response option is required. Also, when you want your respondents to take a stand.
Here are some examples of even Likert scales:
The 4-point Likert scale presents respondents with four response options, thus its name. It is a straightforward and efficient survey data collection method. Therefore, it is a perfect choice when you need to keep your survey brief and uncomplicated.
A 6-point Likert scale consists of six response options. For example, extremely satisfied, very satisfied, somewhat satisfied, somewhat dissatisfied, very dissatisfied, and extremely dissatisfied. This scale is ideal when you want a more nuanced understanding of participants’ attitudes.
An 8-point Likert scale has eight response options. This scale is best used to measure the strength and direction of attitudes.
A 10-point Likert scale consists of ten response options. It provides more granularity and precision, allowing you to gather more detailed and nuanced data. However, it can lead to respondent fatigue, confusion, and data analysis and interpretation difficulties. Therefore, it is essential to use the 10-point Likert scale judiciously. And with careful consideration of the research objectives and target audience.
An odd number of response options characterizes the odd Likert scale. Most importantly, this scale has a neutral option in the middle. Therefore, it is best used when you want to provide a neutral response option.
Here are some examples of odd Likert scales:
A 3-point Likert scale consists of three response options such as agree, neutral, and disagree. This scale is ideal when you want to gauge opinions quickly.
However, it is essential to note that a 3-point Likert scale provides little detail. Therefore, it may not be ideal for more complex research questions.
A 5-point Likert scale contains five response options. It is one of the most commonly used scales in survey research. It measures the degree of agreement or disagreement with a statement, ranging from “Strongly Agree” to “Strongly Disagree.” This scale strikes a balance between providing enough detail while also being easy for respondents to use.
A 7-point Likert scale has seven response options. While still manageable for respondents, it provides more granularity than the 5-point, 4-point, or 3-point scales. However, it can still lead to respondent fatigue and may not be suitable for all research questions.
There are nine response options on a 9-point Likert scale. Compared to the 7-point scale, it provides more detail, enabling you to capture more response variability. As a result, this scale might be better suited for investigations that call for more in-depth responses. Or for participants who have a deeper understanding of the subject.
Are you ready to rate experiences? Whether it’s customer satisfaction or product quality, there’s no need to hold back. Likert scale questions are structured to elicit meaningful responses from respondents.
But what makes a good Likert scale question?
It’s all about balance. Questions should be clear and concise, with equal emphasis on both positive and negative statements. Avoid leading questions and keep the language neutral.
Do you need some inspiration?
Here are Likert scale questions examples to get you started:
Here is an example of a 5-point Likert scale question.
How satisfied are you with the quality of service you received?
Below is an example of a 6-point Likert scale question.
How likely are you to recommend our product to a friend or colleague?
Here is an example of a 7-point Likert scale question;
To what extent do you agree with the statement, ‘I feel valued by my employer’?
Here is an example of an 8-point Likert scale question.
How satisfied are you with the quality of the food at our restaurant?
Below is an example of a 9-point Likert scale question
How likely are you to attend our event next year?
Likert scales can range from simple to complex and have vast applications in fields. They provide a reliable and valid way to measure subjective experiences. Let’s explore some Likert scale examples and discover the versatility and usefulness of this measurement tool.
A Likert satisfaction scale gauges how satisfied a person is with a particular product, service, or experience. The results can be used to identify patterns in consumer behavior or measure satisfaction levels over time. Consequently, inform decision-making processes for businesses and organizations.
Below is an example of a Likert satisfaction scale;
Let’s look at some instances where you can use a Likert scale for satisfaction.
A Likert scale for measuring customer satisfaction includes statements about customers’ experience with a product or service. Respondents indicate their level of satisfaction or dissatisfaction on a scale ranging from very satisfied to very dissatisfied.
How satisfied are you with your recent purchase?
A Likert scale for employee satisfaction involves work-related issues such as job security, work-life balance, and compensation. Employees indicate on a scale how satisfied or dissatisfied they are with a particular subject.
How satisfied are you with your current job?
A Likert scale for patient satisfaction includes statements about issues such as;
Patients express their satisfaction or dissatisfaction on a scale ranging from very satisfied to very dissatisfied.
How satisfied are you with the care you received?
Event organizers use a Likert scale for event feedback to gauge how attendees perceive the event. Typically, it includes statements about the event’s location, organization, and activities. Respondents use the scale to indicate their satisfaction or dissatisfaction with each statement.
How satisfied are you with the event organization?
A Likert scale for market research involves a product or service’s features, pricing, and overall value. Respondents express their satisfaction or dissatisfaction on the Likert scale. This helps to inform decision-making on issues such as product development and optimization.
How satisfied are you with the quality of our product?
Using a Likert scale for frequency can provide valuable insights into audience behavior. Therefore, it can be useful in market research for understanding consumer habits and preferences. Below is an example of a Likert scale for frequency.
The Likert scale is widely used for measuring likelihood and can be adapted to suit different research needs. It asks respondents to rate the likelihood of something happening shown in the examples below;
How likely are you to purchase this product?
How likely are you to use this brand again?
The Likert scale is commonly used for measuring agreement or disagreement with a statement. It consists of a statement or question followed by a range of response options. Respondents choose the option that best reflects their agreement or disagreement with the statement.
To what extent do you agree with the following statement: “I support this policy.”
To what extent do you agree with the statement, “This company is innovative.”
The Likert scale has been a game-changer in data collection and analysis. It provides a clear and concise way to measure attitudes and opinions. Let me show you why it’s the coolest thing since sliced bread (and maybe even cooler than that).
Honestly, getting people to commit to a decision is like pulling teeth. But with a Likert scale, you can make your survey enticing and easy to respond to.
How?
Follow these best practices for using the Likert scale:
In the next section, you will learn how to analyze Likert scale data in Excel.
Are you struggling to make sense of your Likert scale data in Excel? Do you find analyzing and interpreting the data to draw meaningful insights challenging?
Worry no more – ChartExpo is here to simplify your data analysis.
How?
With ChartExpo, you can turn your Likert scale data into visualizations that unveil patterns, trends, and correlations. This cutting-edge tool offers a variety of chart types to cater to your specific needs and preferences.
Whether you’re a curious researcher, detail-oriented analyst, or savvy business owner does not matter. ChartExpo equips you with all the necessary tools to extract meaningful information from your data.
Why ChartExpo?
Benefits of Using ChartExpo
How to Install ChartExpo in 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.
Let’s say you have the data from a Likert scale customer satisfaction survey, as shown in the table below.
| How satisfied were you with the cleanliness of your room? | How satisfied were you with the comfort of your bed? | How satisfied were you with the level of noise in your room? | How satisfied were you with the quality of the food at the hotel restaurant? |
| Extremely Satisfied | Dissatisfied | Neutral | Satisfied |
| Extremely Satisfied | Neutral | Extremely Satisfied | Neutral |
| Neutral | Neutral | Extremely Dissatisfied | Extremely Satisfied |
| Satisfied | Extremely Dissatisfied | Dissatisfied | Neutral |
| Extremely Satisfied | Dissatisfied | Satisfied | Extremely Dissatisfied |
| Satisfied | Dissatisfied | Satisfied | Neutral |
| Extremely Dissatisfied | Neutral | Extremely Satisfied | Satisfied |
| Neutral | Satisfied | Neutral | Neutral |
| Extremely Dissatisfied | Extremely Satisfied | Extremely Satisfied | Satisfied |
| Extremely Satisfied | Extremely Dissatisfied | Satisfied | Neutral |
| Dissatisfied | Neutral | Extremely Satisfied | Extremely Dissatisfied |
| Neutral | Neutral | Extremely Dissatisfied | Neutral |
| Dissatisfied | Neutral | Extremely Satisfied | Dissatisfied |
| Neutral | Extremely Satisfied | Satisfied | Extremely Dissatisfied |
| Neutral | Extremely Satisfied | Dissatisfied | Extremely Satisfied |
| Extremely Dissatisfied | Extremely Satisfied | Dissatisfied | Neutral |
| Extremely Satisfied | Satisfied | Extremely Dissatisfied | Extremely Dissatisfied |
| Dissatisfied | Dissatisfied | Satisfied | Neutral |
| Satisfied | Dissatisfied | Extremely Satisfied | Dissatisfied |
| Satisfied | Extremely Satisfied | Satisfied | Satisfied |
This table contains example data. Expect many responses and questions in real life.
The 5-point Likert scale is a rating scale with five response options. Typically, these responses range from “strongly disagree” to “strongly agree.” It is commonly used to measure attitudes or opinions in surveys or questionnaires.
To evaluate a Likert scale, you analyze the distribution and variability of responses. Also, look out for any differences between groups or time periods. Finally, consider the reliability and validity of the scale.
The best Likert scale depends on the specific research or evaluation question. You should choose a Likert scale appropriate for the level of granularity required for the study. Generally, the 5-point and 7-point Likert scales are common since they offer a good balance of response options.
To use a Likert scale in a questionnaire;
To find the frequency of a Likert scale, count the number of respondents who selected each response option. Then divide it by the total number of respondents.
In conclusion, the Likert scale is a sturdy tool for research and data collection. Its simplicity and effectiveness make it ideal for gauging attitudes, opinions, and perceptions.
Furthermore, the Likert scale is flexible and customizable, making it a highly versatile tool. It is particularly useful for delving into intricate and diverse issues.
Why?
It allows for nuanced responses that capture the subtleties of the subject matter.
However, you should use it with caution as it has its limitations.
Analyzing Likert scale data can be daunting, but with ChartExpo, it doesn’t have to be. Using this innovative tool, you can transform your data into visualizations that inform your decision-making.
Why ChartExpo?
It has an intuitive interface, flexible customization choices, and reasonable pricing. This makes it an excellent Likert scale visualization tool for researchers, analysts, and business owners alike.
So, what are you waiting for?
Get started with ChartExpo today and elevate your data analysis game to new heights.
How much did you enjoy this article?
Discover the best customer satisfaction survey software. You’ll also learn how to visualize and analyze survey results in Excel for actionable insights.
Learn how to measure and analyze customer experience using Excel. Discover the six key customer experience measures and how to create effective charts.
Click here to learn how to effectively analyze competitive analysis research data in Excel with the best charts and visualization techniques.
