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A popular restaurant in Jacksonville recently conducted a survey to solicit customer feedback. The survey inquired about the cuisine quality, ambiance, service, and overall experience.
They collected customers’ responses using a Likert scale rating.
According to the results, the majority of customers expressed satisfaction with the cuisine quality. However, they were unhappy with the service they received.
The restaurant management used this information to improve their services and customer satisfaction.
As the saying goes, opinions are like belly buttons – everyone’s got one. And when it comes to gathering opinions, the Likert scale is a popular tool. It provides a list of options where respondents pick the most suitable response. This makes data management and analysis much easier.
A Likert scale rating is a survey technique that measures attitudes, opinions, or behaviors. It is a scale that ranges from strongly agree to strongly disagree. Or from very satisfied to very dissatisfied. Typically, the scale ranges from 1 to 5 or 1 to 7. But it can vary depending on the survey.
Rensis Likert devised the Likert scale rating in 1932. Since then, it has become a common method for measuring consumer satisfaction, employee engagement, and other forms of feedback. It is simple to use and provides quantitative data amenable to statistical analysis.
The Likert rating scale presents respondents with a range of options. They choose the one that best represents their opinion or experience. This ease of use ensures that respondents are more likely to complete the survey. Consequently, this leads to a higher response rate and more accurate results.
The Likert scale applies to a vast array of research topics and contexts. Whether you are conducting a survey on customer satisfaction or employee engagement makes no difference. This scale is versatile and efficient enough.
Using standardized Likert scales, you can ensure that the same questions are being asked in the same way. This helps to reduce potential sources of bias and increases the reliability and validity of the data collected.
It is easy to quantify and analyze data using statistical methods by designating numeric values to responses. This facilitates a more objective and accurate analysis as opposed to relying on subjective interpretations of free-text responses.
A customer satisfaction Likert scale question asks customers to rate their satisfaction with a product or service. The Likert scale typically ranges from “strongly disagree” to “strongly agree” or “very dissatisfied” to “very satisfied”.
How satisfied were you with the overall experience at our restaurant?
Event feedback Likert scale questions gauge attendee satisfaction levels after an event. They allow for in-depth insight into how attendees feel about the event. Thus, event organizers can use these insights to improve future events and enhance the attendee experience.
How enjoyable was the event?
These questions assess the degree of website visitor satisfaction. They provide in-depth insight into how consumers perceive the website’s design, functionality, and content. This assists you in enhancing your website’s user experience.
How easy was it to navigate our website?
Customer information Likert scale questions measure customer opinions and attitudes towards a particular product or service. The responses to these questions provide valuable insights into customer preferences. This helps businesses improve their products or services to meet customer needs better.
Was the product/service delivered on time?
Employee engagement surveys are valuable for any organization looking to improve its workforce. Using Likert scale questions in employee engagement surveys can provide valuable insight into employee attitudes and feelings.
Consequently, identify areas where you can make improvements to increase employee engagement and job satisfaction.
How satisfied are you with your job?
Let’s say you want to do a customer satisfaction survey consisting of the following questions:
You want your customers to respond to each question using the scale below.
How do you create an effective survey?
Google Forms is free, and you can access it from anywhere with an internet connection. Furthermore, it provides real-time responses and data analysis.
To create a survey with Google Forms:
Analyzing data from a Likert scale rating survey can be a challenge. This necessitates using the right tools and techniques for effective analysis.
That’s where ChartExpo comes in.
This powerful tool integrates with Google Sheets to help you visualize and analyze Likert scale rating data. With ChartExpo, you can create insightful charts and graphs that bring your data to life.
ChartExpo charts and graphs 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.
Map your textual scale with a numeric scale, as shown below.
This will help you transform your data into a format that will produce an insightful visual.
| Questions | Scale | Responses |
| How satisfied are you with the variety of products offered by the store? | 1 | 21 |
| How satisfied are you with the variety of products offered by the store? | 2 | 21 |
| How satisfied are you with the variety of products offered by the store? | 3 | 15 |
| How satisfied are you with the variety of products offered by the store? | 4 | 42 |
| How satisfied are you with the variety of products offered by the store? | 5 | 50 |
| How satisfied are you with the quality of our product? | 1 | 13 |
| How satisfied are you with the quality of our product? | 2 | 16 |
| How satisfied are you with the quality of our product? | 3 | 21 |
| How satisfied are you with the quality of our product? | 4 | 49 |
| How satisfied are you with the quality of our product? | 5 | 50 |
| How satisfied are you with our delivery service? | 1 | 13 |
| How satisfied are you with our delivery service? | 2 | 17 |
| How satisfied are you with our delivery service? | 3 | 21 |
| How satisfied are you with our delivery service? | 4 | 53 |
| How satisfied are you with our delivery service? | 5 | 45 |
| How satisfied are you with the product descriptions? | 1 | 11 |
| How satisfied are you with the product descriptions? | 2 | 22 |
| How satisfied are you with the product descriptions? | 3 | 18 |
| How satisfied are you with the product descriptions? | 4 | 50 |
| How satisfied are you with the product descriptions? | 5 | 48 |
Follow through as I show you how to create a visualization for this data and glean insights.
The Likert scale rating assesses attitudes, opinions, or perceptions about a topic or issue. It uses a scale of strongly agree to strongly disagree. Respondents rate statements based on their level of agreement or disagreement.
A rating scale of 1 to 10 is widely used to assess people’s attitudes or thoughts regarding a given subject or issue. The scale runs from 1, the lowest possible score, to 10, the highest possible score.
A Likert scale uses a specific format for grading attitudes or opinions (for example, strongly agree to strongly disagree). The rating scale is a more inclusive phrase that describes any scale used to rate or rank something.
The ideal number of Likert scale rating options is between 5 and 7. Fewer options can limit the range of responses. Too many options can make the scale confusing or overwhelming.
The Likert scale is a popular survey technique. It is a scale that ranges from strongly agree to strongly disagree. Or from very satisfied to very dissatisfied. Respondents choose the option that best describes their experience.
The most reliable source of information on consumer perceptions of your products or services is rating data. Using visualizations that tell a compelling story is the best approach to handle this data type.
What happens during the analysis of rating data from a Likert scale survey?
You look for the boxes a respondent has checked per the rating scale. The objective here is to get a sense of people’s opinions of your company.
Unfortunately, doing so can be challenging. The major challenge is often the large amount of data collected.
You need a data analysis tool to help you tackle this challenge.
Use ChartExpo. A potent data visualization tool that facilitates the effortless creation of insightful visualizations.
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What is a survey scale? Click to learn how to create a survey using Google Forms and how to analyze survey scale questions in Google Sheets.
