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Home > Blog > Data Visualization > Add-ons > Google Sheets >

How to Analyze Likert Scale Rating Data in Google Sheets?

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.

Likert scale rating

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.

Table of Content:

  1. What is a Likert Scale Rating?
  2. Importance of the Likert Rating Scale
  3. Examples of Likert Scale Rating Questions
  4. How to Create a Survey Using Likert Scale Rating?
  5. How to Analyze Likert Scale Rating Data in Google Sheets?
  6. Wrap Up

What is a Likert Scale Rating?

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.

Importance of the Likert Rating Scale

  • Ease of Use

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.

  • Flexibility

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.

  • Standardization

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.

  • Quantifiable Data

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.

Examples of Likert Scale Rating Questions

  • Customer Satisfaction

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”.

Example

How satisfied were you with the overall experience at our restaurant?

    • Very Dissatisfied
    • Somewhat Dissatisfied
    • Neutral
    • Somewhat Satisfied
    • Very Satisfied
  • Event Feedback

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.

Example

How enjoyable was the event?

    • Not at all enjoyable
    • Slightly enjoyable
    • Neutral
    • Moderately enjoyable
    • Extremely enjoyable
  • Website Feedback

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.

Example

How easy was it to navigate our website?

    • Very Difficult
    • Somewhat Difficult
    • Neutral
    • Somewhat Easy
    • Very Easy
  • Customer Information

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.

Example

Was the product/service delivered on time?

    • Strongly agree
    • Agree
    • Neither agree nor disagree
    • Disagree
    • Strongly disagree
  • Employee Engagement

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.

Example

How satisfied are you with your job?

    • Very Dissatisfied
    • Somewhat Dissatisfied
    • Neutral
    • Somewhat Satisfied
    • Very Satisfied

How to Create a Survey Using Likert Scale Rating?

Let’s say you want to do a customer satisfaction survey consisting of the following questions:

  • How satisfied are you with the variety of products offered by the store?
  • How satisfied are you with the quality of our product?
  • How satisfied are you with our delivery service?
  • How satisfied are you with the product descriptions?

You want your customers to respond to each question using the scale below.

  1. Extremely Dissatisfied
  2. Dissatisfied
  3. Neutral
  4. Satisfied
  5. Extremely Satisfied

How do you create an effective survey?

Use Google Forms for surveys.

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:

  • Go to Google Forms and sign in with your Google account.
  • Click the “Blank” button to create a new form.
Click the Blank button
  • Give your form a title and description or anything you want to add about your brand.
  • Click the Multiple Choice option for the question type.
  • Enter your question and the Likert scale rating options.
  • Customize the look and feel of your survey by selecting a theme or adding images.
  • Preview your survey and make any necessary edits.
  • Click the share button to send the form’s link to your target audience.
Click the share button
  • Once you collect enough responses, click the “Link to Sheets” button.
Link to Sheets
  • The responses will load in Google Sheets.
responses in Google Sheets

How to Analyze Likert Scale Rating Data in Google Sheets?

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.

Benefits of Using ChartExpo

  • ChartExpo is a user-friendly data visualization tool that individuals of all proficiency levels can use.
  • It offers an array of data analysis functions, making spotting trends and patterns easy.
  • You can make your visualizations unique with ChartExpo’s customization options.
  • ChartExpo is an affordable tool with a 7-day free trial period and a monthly plan of $10.

How to Install ChartExpo in Google Sheets?

  1. To start using ChartExpo, download it directly from the Google Sheets program. To do this, select Extensions from the top toolbar.
  2. A menu will appear. Click the Get add-ons option.
  3. Search for ChartExpo, and click on Charts, Graphs & Visualizations by ChartExpo when it appears in the results.
  4. Click the Install button. You will have to confirm your Google account and accept some permissions.

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.

Example

Map your textual scale with a numeric scale, as shown below.

  • Extremely Dissatisfied = 1
  • Dissatisfied = 2
  • Neutral = 3
  • Satisfied = 4
  • Extremely Satisfied = 5

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.

  • To get started with ChartExpo, install ChartExpo in Google Sheets.
  • Go to Extensions > Charts, Graphs & Visualizations by ChartExpo > Open.
open chartexpo in google sheets
  • Click the “Add new chart” button to access the charts library.
add new chart in google sheets
  • Once ChartExpo is loaded, click on “Likert Scale Chart”.
search likert scale chart in google sheets
  • First of all put your data table in the sheet. Now, select your Sheet name from the drop-down shown in the ChartExpo section.
  • Select the metricscolumn, metrics is the numeric column in your data sheet (in our example, we will add the Responses).
  • Select the dimensioncolumns, dimension is the categorical column in your data sheet which contains text information (in our example, we will add the Questions & Scale).
  • Click the Create chart button to complete the process.
create likert scale chart in google sheets
  • The Likert Scale Chart will look like as below.
edit likert scale chart in google sheets
  • If you want to have the title of chart, click on Edit Chart, as shown in the above image.
  • To change the title of the chart, click on the pencil icon that is available very next to Chart Header.
  • It will open the properties dialog. Under the Text section, you can add a heading in Line 1 and enable the Show Give the appropriate title of your chart and click on Apply button.
set likert scale chart in google sheets
  • Let’s hide the stats on each bar’s left corner.
change likert scale chart in google sheets
  • Click the highlighted pencil icon located at the top of the overall bars.
  • Expand the “Stats” properties and disable the “Show” option.
  • Click on the “Apply All” button.
  • Click the “Save” button to persist the changes.
save likert scale chart in google sheets
  • The final chart will look like as below.
Likert scale rating in google sheets

Insights

  • 62% of customers are content with the store’s range of products. 28% expressed dissatisfaction, and 10% remained neutral.
  • 67% are satisfied with the quality of products, but 20% are dissatisfied.
  • Regarding delivery service, 66% are happy, but 20% expressed dissatisfaction.
  • 66% find the product descriptions satisfactory, while 22% disagree.
  • Overall:
    • 65% of respondents are satisfied with the store and its product, with 32% having a positive experience.
    • 23% expressed dissatisfaction.
    • 13% of customers neither feel satisfied nor dissatisfied with the store and its products.

FAQs

What is the Likert scale rating?

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.

What does a rating scale of 1 to 10 mean?

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.

What is the difference between a Likert scale rating and a rating scale?

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.

What is the ideal number of Likert scale rating options?

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.

Wrap Up

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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