Likert scale

Definition

A Likert scale is a psychometric scale commonly used in surveys and questionnaires to measure attitudes or opinions by asking respondents to indicate their level of agreement or disagreement with a series of statements. This scale typically offers a range of response options, such as 'strongly agree,' 'agree,' 'neutral,' 'disagree,' and 'strongly disagree,' allowing for nuanced insights into respondents' views. The structure of the Likert scale is key in designing effective surveys, as it helps researchers quantify subjective data.

5 Must Know Facts For Your Next Test

1. Likert scales can have varying numbers of response options, typically ranging from 5 to 7 points, which affects how nuanced the responses can be.
2. These scales help in quantifying qualitative data, making it easier to analyze trends and patterns within survey results.
3. A neutral option can be included in the scale to give respondents a chance to express indifference, though some argue that it may skew data.
4. The design of Likert items can impact reliability and validity, so careful wording and clarity are essential for accurate measurement.
5. Likert scales are versatile and can be adapted for various contexts, including customer satisfaction surveys, employee feedback, and academic research.

Review Questions

• How does a Likert scale enhance the effectiveness of surveys in capturing respondents' attitudes?
  • A Likert scale enhances surveys by providing a structured way to quantify subjective attitudes and opinions. By offering multiple levels of agreement or disagreement, it allows respondents to express their feelings more precisely than a simple yes/no format. This detailed response format leads to richer data that can be statistically analyzed, enabling researchers to draw more nuanced conclusions about trends and patterns in attitudes.
• Evaluate the advantages and disadvantages of using a 7-point Likert scale compared to a 5-point scale in survey design.
  • Using a 7-point Likert scale can offer more granularity in responses, allowing respondents to convey subtler distinctions in their opinions. This can lead to richer data for analysis. However, a 7-point scale may also overwhelm some respondents or lead to indecision, especially if they feel unsure about how to rate their feelings on the additional points. In contrast, a 5-point scale simplifies choices but might not capture as much detail in opinions.
• Create an argument for why careful wording is essential when designing Likert items and how this impacts the reliability of survey results.
  • Careful wording is crucial when designing Likert items because ambiguous or leading questions can significantly impact how respondents interpret and answer them. If questions are not clear, they can introduce bias or confusion, which undermines the reliability of the collected data. For instance, if a statement is too complex or uses jargon unfamiliar to respondents, it may skew results as individuals might interpret it differently. Ensuring clarity and neutrality in wording directly influences the quality of insights gained from survey results.

Related terms

Survey: A method for collecting data from a sample of individuals to understand opinions, behaviors, or characteristics.

Questionnaire: A set of written questions used to gather information from respondents, often incorporating various types of scales for measurement.

Ordinal Scale: A type of measurement scale where the order of values is significant, but the differences between the values are not uniform or known.