Likert Scale

Introduction

Likert scale is a five (or seven) point scale which is used to allow the individual to express
how much they agree or disagree with a particular statement.

A Likert scale assumes that the strength/intensity of an attitude is linear, i.e. on a

continuum from strongly agree to strongly disagree, and makes the assumption that
attitudes can be measured.

For example, each of the five (or seven) responses would have a numerical value which
would be used to measure the attitude under investigation.
Cont...

In addition to measuring statements of agreement, Likert scales can measure other

variations such as frequency, quality, importance, and likelihood, etc.

A Likert scale is a question which contains 5 or 7 response options. The choices range
from Strongly Agree to Strongly Disagree so the survey maker can get a holistic view of
people’s opinions and their level of agreement. All Likert scale survey questions also
include a mid-point, for those who are neutral on the subject matter.

If you have used Likert-type items in a survey, then averages, medians, and frequencies are
the tools you need for analysis. The tendencies in the data will give you answers to the
questions that prompted this survey.
H ow to Create a Likert Scale Survey

Determine what the Likert Scale should measure - in this step the researcher need to
identify for what you need to find out. Basically it’s about determining the reason for
which likert scale is being created.

Create your list of indicator statements - Likert scale survey works best when you want to
learn about something that can’t be understood with one question. That means you have to
measure indicators—specific types of questions that help you understand the concept
you’re trying to measure.Likert scale questions are great for when you need to do a
customer satisfaction survey because there are several characteristics that can influence the
phenomenon: perceived quality, customer expectations, pricing, speed of service or
delivery, and so on.
Cont...

Decide on the response scale you want to use - You want to choose options that are simple
and unambiguous. Among the most common: Agree—Disagree, Helpful—Not Helpful,
Excellent—Poor, Satisfied—Dissatisfied, Always—Never. But just because they’re
popular doesn’t mean they are clear.And make sure the differences between the categories
are valid and useful.Likert-type responses often have an odd number, so respondents have
a neutral option.

Test and test again - Surveys are an iterative process. The key to successful research is
testing, analyzing, revising, and improving the way you collect data. Test your survey on a
small pool of participants that represent the larger group you’re trying to learn more about
and analyze the data. If you’re going for extra credit, you can conduct an item analysis.