It’s not as easy as asking someone if they like or dislike something to figure out their opinion on the matter. Individuals frequently exhibit far more complex responses or perspectives. For decades, businesses have utilized Likert scale survey questions to gauge customer satisfaction.
In comparison with yes/no questions, a Likert scale reflects respondents’ opinions more precisely.
Let’s look at the components of a Likert question, discuss when and why you should use this instrument, and explore how it can be used in surveys.
The Likert Scale: What Is It?
A question using a five- or seven-point Likert scale asks respondents to indicate their level of agreement or disagreement with a statement. A wide range of responses, from “Strongly Agree” to “Strongly Disagree,” allows the survey creator to gain a complete picture of respondents’ feelings. The neutral middle ground, “neither agree nor disapprove,” is a standard feature of all Likert scales.
No one answer can definitively label someone as either liberal or conservative, and we can all agree on that. It’s not always easy to tell someone’s political leanings just by looking at them; someone who leans left on healthcare issues may be conservative on matters of foreign aid.
Instead of just one statement about political policy, respondents rate several statements. A rating scale can be used instead of a single question to assess respondents’ agreement with policy assertions. Thus, averaging or combining replies can better indicate a person’s liberalism or conservatism.
Related: The Ultimate Political Surveys Handbook (Free Template + Types)
When Should I Use A Likert Scale Questionnaire?
Survey questions can be formulated in various ways, including multiple-choice, free-form, demographic, matrix, and more. When is a Likert scale questionnaire the best option? A Likert scale survey is a way to go when you really want to know how your consumers feel about you.
Cases where a Likert scale survey would be appropriate include:
- When you need feedback on a new product
- Whenever you need an accurate depiction of how your product is received by its end users
- Inquiring about the quality of assistance provided by customer support
- Obtaining feedback from clients regarding the arrival of orders
- You may use this question when you want to find out from webinar participants what they enjoyed most about the presentation
A Likert scale survey may be useful in these situations. An effective approach is to measure how people perceive your brand using a Likert scale survey.
Responders provide feedback more easily when we use a Likert scale since it does not make the question overly general. Neither does it make it difficult for the respondent to choose an answer.
Related: Top Survey Question Types To Win Higher Response Rate
Likert Scale Advantages
When compared to other rating methods, Likert scales have a variety of applications and advantages.
- Higher response rates were achieved by reducing respondents’ cognitive load and time spent on the surveys. Choices on a Likert Scale can be tailored to each respondent’s unique set of experiences and opinions. The amount of replies rises as a result of this.
- In order to collect basic yes/no data, analysts use Likert scales. Analyzing the level of an opinion or even a neutral answer is straightforward.
- If respondents are on the fence about how they feel about a topic. They can select the neutral option to provide an objective assessment.
- Time is conserved on both ends by providing a range of responses to a customer survey.
How To Create A Likert Scale Survey
Since you want feedback on your questions, you may be wondering how to create a Likert scale survey. If you want reliable outcomes, you must be exact in how you frame your inquiries and the options you provide in response. Listed below are some suggestions for designing an effective Likert scale questionnaire:
1. Decide what it is you are trying to quantify
The Likert scale isn’t appropriate for multiple-factor evaluations; use it only when you’re interested in collecting data on a single variable.
2. An outline for statements
We’ve shown that the Likert scale shines when you’re seeking to hone down on a single topic of study by asking narrowly tailored questions.
Let’s try understanding this with a hypothetical scenario of measuring diner’s experience at your restaurant.
You can use a Likert scale to determine customer satisfaction if you run a restaurant because many factors can be noted that impact the final outcome.
In this case, you should inquire more into the diner’s impressions of the establishment by asking probing questions regarding their dining experiences. Some questions you could consider asking are listed below.
- The buying experience I had with the restaurant was good (Strongly Agree-Strongly Disagree)
- Restaurant options are good for consumers (Strongly Agree-Strongly Disagree)
3. Incorporate both positive and negative metrics
Make sure you have a negative counterpart for good statements, such as “I appreciate the purchase experience that I had with the food chain.”
A negative version of the preceding term might be “The purchasing experience at the fast food chain was unpleasant.”
4. There is no substitute for consistency
Don’t deviate from the survey’s scale. The Likert scale survey can be designed as a 5-pointer. Hence, if you have used a 5-point scale in the survey, ensure all scales follow the same format.
If you don’t use the same scales, there is no way to know if you are comparing the same thing across several statements.
5. Test and test again
Repeated testing is essential for developing a reliable and effective Likert Scale survey.
It’s possible you’d benefit from experimenting with new tempos and vocabulary. Determine which ones are the most successful, and then constantly evaluate and improve upon them.
If you know what you’re doing with a Likert scale survey, you can mine it for mountains of information. This information may help you get a more profound familiarity with your clientele, leading to more sales and a stronger brand.
Looking for an online survey platform to create that perfect survey? Browse our collection of free survey templates for ideas, or join for a free trial of SurveyPoint to see how the whole system works in action.
Heena Shah – Content Writer at Sambodhi