The document discusses Likert scales, which are commonly used in questionnaires to understand perspectives on various topics. Likert scales use symmetric multi-point response levels, usually 5 or 7 points, to indicate level of agreement or disagreement with statements. Respondents specify their level of agreement or disagreement on each statement. Advantages include ease of analysis and allowing for neutral responses. Limitations include potential bias and lack of nuance. Data from Likert scales can be analyzed statistically in various ways depending on how the data is treated.
The document discusses Likert scales, which are commonly used in questionnaires to understand perspectives on various topics. Likert scales use symmetric multi-point response levels, usually 5 or 7 points, to indicate level of agreement or disagreement with statements. Respondents specify their level of agreement or disagreement on each statement. Advantages include ease of analysis and allowing for neutral responses. Limitations include potential bias and lack of nuance. Data from Likert scales can be analyzed statistically in various ways depending on how the data is treated.
The document discusses Likert scales, which are commonly used in questionnaires to understand perspectives on various topics. Likert scales use symmetric multi-point response levels, usually 5 or 7 points, to indicate level of agreement or disagreement with statements. Respondents specify their level of agreement or disagreement on each statement. Advantages include ease of analysis and allowing for neutral responses. Limitations include potential bias and lack of nuance. Data from Likert scales can be analyzed statistically in various ways depending on how the data is treated.
The document discusses Likert scales, which are commonly used in questionnaires to understand perspectives on various topics. Likert scales use symmetric multi-point response levels, usually 5 or 7 points, to indicate level of agreement or disagreement with statements. Respondents specify their level of agreement or disagreement on each statement. Advantages include ease of analysis and allowing for neutral responses. Limitations include potential bias and lack of nuance. Data from Likert scales can be analyzed statistically in various ways depending on how the data is treated.
Introduction • It is a psychometric scale commonly involved in research that employs questionnaires. • Researchers often use this psychometric scale to understand the views and perspectives towards a brand, product, or target market. • It is the most widely used approach to scaling responses in survey research. • Likert scales are a non-comparative scaling technique and are one-dimensional in nature. • When responding to a Likert questionnaire item respondents specify their level of agreement or disagreement on a symmetric agree-disagree scale for a series of statements. • Thus, the range captures the intensity of their feelings for a given item, while the results of analysis of multiple items reveals a pattern that has scaled properties of the kind Likert identities BRM- Likert Scale Technique 2 Conti.. • Likert item is considered symmetric or balanced because there are equal amounts of positive and negative positions. • Often five ordered response levels are used, although many psychometricians advocate using seven or nine level, a recent empirical study found that a 5 or 7 point scale • The format of a typical five-level Likert item: 1. Strongly disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5. Strongly agree • Dr. Rensis Likert (1903 - 1981) The original idea for the likert scale is found in Rensis Likert’s 1932 article in Archive of psychology titled “ A technique for the measurement of Attitudes”. This idea was expanded by Likert’s 1934 Journal of social psychology article titled “ A simple and Reliable method of scoring the Thurstone Attitude Scales”. BRM- Likert Scale Technique 3 BRM- Likert Scale Technique 4 Advantages • Likert Scale questions use psychometric testing to measure beliefs, attitudes and opinion. • Working with quantitative data, it is easy to draw conclusions, reports, results and graphs from the responses. • Likert Scale questions use a scale, & people are not forced to express an either-or opinion, rather it allows them to be neutral. • It is very easy and quick type of survey and it can be sent out through all modes of communication, including even text messages.
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Limitations 1.They are uni-dimensional, because they only give a certain amount of choices. 2.Previous questions will have influenced responses to any further questions that have been asked. 3.Participants may not be completely honest - which may be intentional or unintentional. 4.Participants may base answers on feelings toward surveyor or subject. 5.Scale requires a great deal of decision- making. 6.They can take a long time to analyze the data
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Analysis Methods Depending on how the Likert scale questions are treated a number of different analysis methods can be applied Analysis methods used for individual questions (ordinal data) • Bar charts and dot plots • Not histograms (data is not continuous) • Central tendency summarised by median and mode • Not mean • Variability summarised by range and interquartile range • Not standard deviation • Analysed using non-parametric tests (difference between the medians of comparable groups) • Mann- whitney U test • Wilcoxon signed –rank test • Kruskal – wallis test BRM- Likert Scale Technique 7 Conti.. When multiple Likert question responses are summed together (interval data) • All questions must use the same Likert scale • Must be a defendable approximation to an interval scale (i.e. coding indicates magnitude of difference between items but there is no absolute zero point) • All items measure are single latent variable (i.e. a variable that is not directly observed, but rather inferred from other variables that are observed and directly measured) • Analyzed using parametric tests • Analysis of variance (ANOVA) Analysis methods used when reduced to nominal level of agree vs. disagree • Chi –square test • Cochran Q test • McNemar test BRM- Likert Scale Technique 8 Example