Likert scale

Definition

A Likert scale is a popular rating system used in surveys that allows respondents to express their level of agreement or disagreement with a statement. This scale typically consists of a range of options, usually from 'strongly agree' to 'strongly disagree,' enabling researchers to quantify subjective opinions and attitudes. It connects to questionnaire design by facilitating the measurement of attitudes and perceptions, influencing how questions are structured and responses are analyzed.

5 Must Know Facts For Your Next Test

1. Likert scales usually offer a range of 5 to 7 response options, providing a balanced approach between agreement and disagreement.
2. They can be unipolar, measuring one dimension (like satisfaction), or bipolar, measuring two opposing dimensions (like satisfaction vs. dissatisfaction).
3. Likert scales help in capturing nuances in attitudes by allowing respondents to express varying degrees of opinion.
4. The data collected from Likert scales is typically treated as ordinal data, which means it can be used for non-parametric statistical analysis.
5. When designing a survey, it's essential to ensure the statements used in Likert scales are clear and unbiased to avoid influencing responses.

Review Questions

• How does a Likert scale enhance the effectiveness of questionnaire design in capturing respondent attitudes?
  • A Likert scale enhances questionnaire design by providing a structured way to measure respondents' attitudes through clearly defined levels of agreement or disagreement. This structure allows for better analysis of subjective opinions, facilitating easier comparison across different responses. By using such a scale, researchers can gain deeper insights into public perception and identify trends or patterns that may not be evident with simpler yes/no questions.
• What are the advantages and disadvantages of using Likert scales compared to other response formats in surveys?
  • The advantages of using Likert scales include their ability to capture nuanced opinions, ease of use for respondents, and straightforward data analysis. However, disadvantages include the potential for response bias if respondents choose neutral options without careful consideration and the assumption that all intervals between scale points are equal, which may not accurately reflect true differences in attitudes. Comparing these factors against other formats helps researchers decide when to use Likert scales effectively.
• Evaluate the impact of using poorly worded statements in Likert scales on the validity of research findings.
  • Using poorly worded statements in Likert scales can significantly undermine the validity of research findings. Ambiguous or leading statements may confuse respondents, resulting in inaccurate or inconsistent answers that do not genuinely reflect their views. This misrepresentation skews data analysis and can lead to flawed conclusions about public opinion. Researchers must prioritize clarity and neutrality in their statements to ensure that the insights gathered are both reliable and actionable.

Related terms

Ordinal Scale: A type of measurement scale that ranks items in order but does not indicate the exact difference between each item.

Survey Instrument: A tool or method used to collect data from respondents, such as questionnaires, interviews, or online forms.

Response Bias:

The tendency of respondents to answer questions inaccurately due to various factors, which can affect the validity of survey results.