Likert Scale
What is it? The Likert Scale is named after its inventor, psychologist Rensis Likert. It was originally a 5 or 7 point survey scale used to measure variations of attitude, perception, and behaviors. That assumes that the strength or intensity of what is being measured is linear, on a continuum, and can be measured.
In contrast, rating scales may have fewer than 5, or more than 7 points, respondents can choose from and are not necessarily linear.
Both Likert and rating scales assign a numeric value to each point on the scale for quantitative analysis. Many variations exist and are often referred to as Likert-type scales.
When is it best used? Likert Scales are best used in a survey (or even in a qualitative interview,) where you’re collecting information about what people think about a statement or in response to a question that measures response variations. When used in qualitative research, Likert scales are often followed by the question “why did you choose that rating?” in order to gather context.
What does it entail? It contains a range of 5 or 7 response options from one extreme to the other, and usually includes a neutral midpoint. It accompanies a statement or close-ended question on a survey, and provides more nuance than a binary yes/no option. Best practice includes avoiding double negatives, and asking about only one thing at a time.
Agreement - Strongly agree, Agree, Neither agree nor disagree, Disagree, Strongly disagree
Quality - Very poor, Poor, Fair, Good, Excellent
Frequency - Never, almost never, occasionally/sometimes, almost every time, every time
Likelihood - Not at all likely, Somewhat unlikely, Neither likely nor unlikely, somewhat likely, Extremely likely
Experience - Very negative, Somewhat negative, Neutral, Somewhat positive, Very positive
Satisfaction - Very dissatisfied, Somewhat dissatisfied, Neither satisfied nor dissatisfied, Somewhat satisfied, Very satisfied.
Example Question: “How satisfied are you with the haircut your dog received at her appointment yesterday?”
Interchangeable term: none
Use in a sentence: In the survey we’re putting together, let’s use a Likert scale to measure the degree to which users agree or disagree with the statement “I enjoy using this product
Related terms: Measure, user research, survey
Visual: Yes
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