Likert scale definition:
Likert Scale questions offer a range of answer options from either end of the spectrum for the respondents to choose from. Over the years, they’ve evolved to become a favorite amongst survey makers as they obtain precise opinions, impressions, and approaches from the respondents.
Named after its founder, psychologist Rensis Likert, Likert scale is used to understand the level of agreement that the respondents have a particular statement. The range provided in this scale is used to gain insights about respondent feelings and opinions. Agreement, frequency, likelihood, quality or importance can be measured using a Likert scale with corresponding anchors.
Likert Scale Examples:
This scale has gained tremendous popularity in the field of online surveys and is used in every survey such as customer satisfaction, employee engagement or employee satisfaction. The Likert scale is bifurcated into two types: Odd Likert Scale and Even Likert Scale.
A lot of thought should be put into deciding which type of Likert scale would provide the best results. Analysis of the target audience, evaluating the purpose of survey research is critical in deciding the type of Likert scale question. This is because depending on whether you’d want to prompt the respondents into giving responses that you want or would want to provide a neutral option which the respondents can select in case they do not have any bias towards the other responses. Odd Likert scale questions provide a center point for the respondents to select in case they’re not inclined towards selecting the other options and Even Likert Scale questions will options without a midpoint due to which the respondents will be forced to choose from the provided answer options. The midpoint in the Odd Likert Scale will be interpreted differently by different respondents but it will never be completely biased.
Odd Likert Scale Examples:
Odd Likert Scales are used when the survey creator intends to provide freedom to the respondents for the type of feedback that they provide.
- 3-Point Likert Scale Example for Agreement: A Likert scale that offers agree and disagree as the polar points along with a neutral option.
- 5-Point Likert Scale Example for Agreement: This scale would consist of 5 answer options which will contain poles and a neutral option connected with intermediate answer options.
- 7-Point Likert Scale Example for Agreement: This scale offers 7 different answer options related to an agreement that would be distinct enough for the respondents to answer without getting confused.
- 5-Point Likert Scale Example for Satisfaction: This scale of measuring satisfaction will offer 5 answer options such as satisfied and dissatisfied as the poles along with a neutral option at the midpoint. These options are interlinked with other options which would provide respondents the variations they look for.
- 7-Point Likert Scale Example for Satisfaction: This scale of measuring satisfaction will offer 7 answer options such as satisfied and dissatisfied as the poles along with a neutral option at the midpoint. The other options must be distinct and should add value to the scale in such a way that respondents can provide precise feedback without any hindrances.
These scales can be used in a similar manner for measuring likelihood, importance, frequency, and many other factors.
Even Likert Scale Examples:
This Likert scale is used in situations regarding awareness or insights or similar such situations where a neutral option isn’t necessary. Even Likert scale questions are used where a biased feedback is expected out of the respondents.
- 2-Point Likert Scale Example for Agreement: This question is the simplest Likert scale question example where there’ll be just two option such as agree and disagree as two poles of the scale.
- 4-Point Likert Scale Example for Agreement: This question will have two poles which are linked with intermediate agreement answer options. These questions are used for measuring customer satisfaction as well as employee satisfaction.
- 4-Point Likert Scale Example for Satisfaction: Poles regarding satisfaction such as satisfied and dissatisfied will be interlinked with other answer options without a neutral answer option.
- 4-Point Likert Scale Example for Frequency: To measure frequency, marketers do not necessarily need a midpoint and so, they can use an even Likert scale question.
- 4-Point Likert Scale Example for Likelihood: Understanding the likelihood of brand shareability doesn’t require a center point. An even Likert scale question can suffice the requirement of understanding brand shareability.