Researchers use even Likert scales to collect extreme feedback without providing a neutral option. You can divide this scale primarily into two major types: The Likert Scale has become a favourite among researchers to collect opinions about customer satisfaction or employee experience. Therefore it goes from a complete agreement to a complete disagreement, assuming that attitudes can be measured.ĭo you need more examples? Check out these Likert Scale examples. The Likert scale assumes that the strength and intensity of the experience are linear. These scales allow determining the level of agreement or disagreement of the respondents. When responding to an item on the Likert Scale, the user responds based explicitly on their agreement or disagreement level. The other way to frame this question is, “Please state your satisfaction level with the products,” and the options ranging from very dissatisfied to very satisfied. He/ she frames the question as “The product was a good purchase” with the options listed as agree or disagree. Example of a Likert scale:įor example, to collect product feedback, the researcher uses a Likert Scale question in the form of a dichotomous option question. Responses are measured in a range of values. Psychologist Rensis Likert established a distinction between a scale that materializes from a collection of responses to a group of items (maybe 8 or more). Researchers often use this psychometric scale to understand the views and perspectives towards a brand, product, or target market.ĭifferent variations of Likert scales are focused directly on measuring people’s opinions, such as the Guttman scale, Bogardus scale, and Thurstone scale. What is a Likert scale?ĭefinition: A Likert scale is a unidimensional scale that researchers use to collect respondents’ attitudes and opinions. Quantifying a like or dislike aids in making timely changes and supplies a critical tool in the insights collection and management process of brand and research teams. Using a quantitative data collection tool in the research process, like a Likert scale, allows research teams to understand respondent sentiments. Measuring opinions helps to measure the level of changes required. An essential aspect of market research for researchers is the ability to gauge the respondents’ opinion towards a brand, feature, product, service, and more.
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