Likert Scale

Definition

A Likert scale is a psychometric scale commonly used in surveys and questionnaires that measures attitudes or opinions by asking respondents to indicate their level of agreement or disagreement on a symmetric agree-disagree scale for a series of statements. It typically ranges from 'strongly agree' to 'strongly disagree,' allowing for the capture of the intensity of feelings towards a given statement. This scale helps researchers quantify subjective data, making it easier to analyze and interpret.

5 Must Know Facts For Your Next Test

1. Likert scales typically consist of 5 to 7 points, with odd-numbered scales providing a neutral option and even-numbered scales forcing a choice.
2. They are particularly useful for measuring attitudes as they allow respondents to express degrees of agreement rather than a binary choice.
3. The data collected through Likert scales is usually treated as ordinal, but it can also be analyzed as interval data under certain conditions.
4. Likert scales can vary in format; some use descriptive labels while others rely solely on numerical values to indicate levels of agreement.
5. They can lead to response bias if respondents tend to agree with statements regardless of their actual opinion, so careful wording is essential.

Review Questions

• How does a Likert scale enhance the measurement of attitudes in research surveys?
  • A Likert scale enhances the measurement of attitudes by providing a structured way for respondents to express varying degrees of agreement or disagreement with specific statements. This allows researchers to capture nuanced opinions rather than just a simple yes or no response. By offering multiple response options, it provides richer data that can be quantitatively analyzed, revealing patterns and trends in attitudes that would be difficult to detect with binary measures.
• In what ways can the design of a Likert scale influence the quality of data collected in surveys?
  • The design of a Likert scale significantly influences data quality through factors such as the number of points offered and the wording of statements. A well-constructed scale with clear, unbiased language encourages honest responses and minimizes confusion. If the scale is too short, it may not capture the full range of opinions, while overly complex or leading statements can skew results. Properly balancing these elements helps ensure that the data collected is reliable and valid.
• Evaluate how researchers might address potential response bias when using Likert scales in their surveys.
  • Researchers can address potential response bias in Likert scales by implementing strategies such as randomizing statement order, using neutral phrasing, and ensuring that response options are balanced to avoid leading respondents towards certain answers. Additionally, incorporating reverse-coded items can help identify inconsistencies in responses. Providing clear instructions and emphasizing confidentiality may also encourage more honest feedback, thereby improving the validity of the data collected.

Related terms

Ordinal Scale: A type of measurement scale that ranks items in order but does not provide information about the differences between the ranks.

Survey Methodology: The study of how to gather data through surveys, including the design, implementation, and analysis of survey responses.

Response Bias:

A systematic tendency for respondents to answer questions inaccurately due to factors like social desirability or question wording.