Likert Scale

Definition

A Likert scale is a psychometric scale commonly used in surveys to measure attitudes or opinions by asking respondents to rate their level of agreement with a series of statements. It typically presents a range of options, such as 'strongly disagree' to 'strongly agree', which quantifies subjective feelings into a numerical format. This allows researchers to capture the intensity of respondents' beliefs and analyze them statistically.

5 Must Know Facts For Your Next Test

1. Likert scales are usually 5-point or 7-point scales, allowing for midpoints such as 'neutral' or 'neither agree nor disagree'.
2. The data obtained from Likert scales can be treated as ordinal data, though some researchers choose to treat it as interval data for more advanced statistical analysis.
3. Responses on Likert scales can help in understanding trends and patterns in public opinion and consumer behavior by providing quantifiable measures of subjective experiences.
4. Survey items that use Likert scales should be worded clearly and consistently to avoid confusion and bias in responses.
5. Despite being popular, Likert scales can lead to response bias, such as acquiescence bias, where respondents tend to agree with statements regardless of their actual opinion.

Review Questions

• How does the use of a Likert scale influence the measurement of attitudes in surveys?
  • The use of a Likert scale allows for nuanced measurement of attitudes by providing a range of response options that capture varying degrees of agreement or disagreement. This flexibility helps researchers gather more detailed insights into participants' sentiments compared to simple yes/no questions. Additionally, by quantifying subjective feelings, Likert scales facilitate statistical analysis, enabling researchers to identify trends and relationships within the data.
• Discuss how the design of Likert scale questions can impact the interpretation of survey results.
  • The design of Likert scale questions significantly affects how results are interpreted. Well-worded items that are clear and unbiased help ensure that respondents understand what they are agreeing or disagreeing with. Conversely, leading or ambiguous questions can skew results, leading to misinterpretations. Furthermore, the choice between using an even-numbered scale (which lacks a neutral option) versus an odd-numbered scale (which includes a neutral option) can influence how respondents choose to express their opinions.
• Evaluate the advantages and limitations of using Likert scales in market research when analyzing consumer behavior.
  • Using Likert scales in market research provides several advantages, including ease of use for respondents and the ability to quantify subjective opinions, making data analysis more straightforward. They allow researchers to measure subtle differences in consumer preferences effectively. However, there are limitations such as potential response biases, difficulties in interpreting ordinal data statistically, and the risk of oversimplifying complex attitudes into binary choices. Balancing these advantages and limitations is crucial for drawing meaningful insights from consumer behavior studies.

Related terms

Ordinal Scale:

A type of measurement scale that arranges values in a specific order but does not provide precise differences between the ranks.

Rating Scale: A type of scale used to evaluate a particular attribute, which may include multiple response options that indicate levels of preference or satisfaction.

Semantic Differential Scale: A survey format that asks respondents to rate a concept on a scale between two bipolar adjectives, measuring the connotative meaning associated with it.