Have you ever encountered a survey question that asked you to express your level of agreement or disagreement on a scale? Chances are, you have, and that’s a Likert scale questionnaire in action. Likert scales are invaluable tools for gauging opinions and attitudes with a level of precision that binary “yes/no” questions simply can’t match. Let’s get into the world of Likert scales, exploring what they are, when and why to use them, and how to craft practical Likert scale survey questions that yield valuable insights.

Understanding the Likert Scale

Before we dive into the nuances of creating Likert scale questions, let’s clarify what a Likert scale is. At its core, a Likert scale is a survey scale designed to collect responses on a specific topic using a set of answer options, typically numeric or verbal. Likert scale is named after its creator, American social scientist Rensis Likert, this scale employs a five or 7-point range that spans from one extreme attitude to another, often featuring a neutral option. Likert scales excel at measuring opinions, perceptions, and behaviors in a nuanced manner.

Benefits of Utilizing Likert Scales

1.   Enhanced Data Quality: Likert scales encourage respondents to provide detailed and thoughtful answers, reducing the likelihood of hasty or ill-considered responses. This leads to higher data quality and more meaningful insights.

2.   Focus and Clarity: Likert questions maintain respondent focus by offering precise and direct language. This minimizes confusion and ensures participants engage more effectively with the survey.

3.   Versatility: Likert scales can be adapted to measure various sentiments, such as agreement, satisfaction, frequency, or desirability, making them versatile tools for various survey topics.

4.   Improved Analysis: By aggregating responses from multiple Likert scale questions on the same topic, you can generate composite scores, providing a more reliable measurement of attitudes and sentiments.

Likert Scale Use Cases and Examples

1.   Customer Satisfaction: Customer satisfaction surveys frequently employ Likert scales to gauge opinions. For instance, a 5-point Likert scale might ask customers to rate their satisfaction with a company’s products or services, offering options from “very satisfied” to “very dissatisfied.”

2.   Employee Engagement: Likert scales are valuable for monitoring employee engagement. Companies can use these scales to assess employee awareness, satisfaction with company policies, or the usage of internal tools.

3.   Professional Event Feedback: Event organizers can gather feedback through Likert scale questions to evaluate the success of their events. Questions might focus on event content, location, or the likelihood of participants attending again.

When to Use a Likert Scale Questionnaire

Knowing when to utilize Likert scale questions is crucial. These questions shine when you need to delve deeply into specific topics to gain a more detailed understanding of people’s sentiments. Consider using Likert scale survey questions when:

• Assessing reactions to a new product or service.
• Exploring team opinions on recent office developments.
• Gauging customer satisfaction with your company’s services.
• Evaluating the success of a public event with attendees.

How to Craft Effective Likert Scale Survey Questions

1.   Precision Matters: Phrase Likert-type questions accurately to prevent confusion and enhance effectiveness. Ensure clarity by specifying the aspect you want to measure: service quality, product speed, or staff courtesy.

2.   Adjectives Should Be Clear: When using descriptive words in your Likert questions, ensure they are easily understood. Start with extremes like “extremely” and “not at all,” position the midpoint as “moderately” or “neither agree nor disagree,” and use clear terms for other options like “very” or “slightly.”

3.   Choose Unipolar Scales: Opt for unipolar scales where attitudes range from “none” to the maximum instead of bipolar scales with opposing extremes. Unipolar scales are more intuitive and methodologically sound.

4.   Prefer Questions Over Statements: Instead of making statements, frame your Likert questions as inquiries. This approach minimizes acquiescence response bias, as people are less inclined to agree with opinions automatically.

Expanding on the Likert scale questionnaires, let’s delve deeper into the art of crafting practical questions and explore some additional considerations when using this versatile tool.

5.       Consider the Number of Response Options: When creating Likert scale questions, you can choose between 5-point and 7-point scales, although other variations exist. Selecting the appropriate number of response options depends on the level of granularity you require.

• 5-Point Scale: This is the most common and user-friendly choice. It offers a balanced range from strongly agree to disagree, often with a neutral midpoint strongly. It suits most scenarios and ensures a quick and straightforward response process.
• 7-Point Scale: If you need a more nuanced understanding of respondents’ attitudes, a 7-point scale can be beneficial. It provides additional gradations between the extremes, allowing you to capture subtler opinion variations. However, it may take more time for participants to navigate.
• Other Scales: In specialized cases, you can use Likert scales with more response options, such as 9 or 11 points. These are best reserved for situations requiring exceptionally fine-grained data, like medical research or psychological assessments.

6.       Maintaining Balance in Scale Wording: Balance in Likert scale questions is crucial to prevent response bias. Ensure that both positive and negative statements are included to maintain neutrality. For example, if you ask about the quality of customer service, have items like “very satisfied” and “very dissatisfied” to cover both ends of the spectrum. This balanced approach discourages respondents from automatically choosing the same response for every question.

7.       Avoid Double-Barreled Questions: One common mistake in survey design is combining two distinct concepts into a single question. This can lead to clarity and accurate responses. For example, asking, “How satisfied are you with the quality of food and the speed of service?” merges two unrelated aspects. Instead, split such questions into separate inquiries to collect more precise data.

8.       Consider the Order of Questions: The order of Likert scale questions can impact respondents’ answers. Some researchers argue that starting with general questions and gradually moving to more specific ones can improve data quality. For instance, begin with a broad question like “Overall, how satisfied are you with our services?” before delving into more detailed aspects like “How satisfied are you with the responsiveness of our customer support?”

Pilot Testing

Conduct a pilot testing with a small group of participants before deploying your Likert scale questionnaire on a large scale. This allows you to identify any ambiguities, unclear wording, or issues with the response scale. Based on their feedback, refine your questions to ensure they accurately capture the intended information.

Consider Cultural Sensitivity

If your survey is international or diverse, be mindful of cultural differences that may affect the interpretation of Likert scale questions. Specific phrases or concepts may carry varying meanings in different cultures. Therefore, it’s essential to adapt your questions to be culturally sensitive and ensure respondents from diverse backgrounds comfortably engage with the survey.

Analyze Data Effectively

The analysis phase is crucial once you’ve collected responses using Likert scale questions. Calculate mean scores, create visual representations like bar charts, and conduct statistical tests to identify trends and patterns in the data. This analysis provides valuable insights into your respondents’ attitudes, opinions, and sentiments.

Conclusion

Incorporating Likert scales into your surveys can significantly enhance your ability to gather nuanced opinions and insights on various topics. By understanding when and how to use Likert scale questionnaires effectively, you can harness the power of this valuable tool to make informed decisions, improve products and services, and gain a deeper understanding of your audience’s sentiments. Remember, precision, clarity, and thoughtful question construction are the keys to unlocking the full potential of Likert scale surveys.