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Industry-defining terminology from the authoritative consumer research platform.
Likert Scale
Definition: What is a Likert Scale?
A Likert scale is a widely used survey question format that measures the degree to which respondents agree or disagree with a statement. Typically ranging from "Strongly Disagree" to "Strongly Agree," it allows for nuanced insights into attitudes, opinions, and perceptions.
Why is the Likert Scale Important in Market Research?
- Standardized Data Collection: Ensures consistent measurement of customer opinions across surveys.
- Improved Decision-Making: Provides quantitative insights that inform marketing, product, and service improvements.
- Enhanced Customer Feedback Analysis: Captures the strength of customer sentiment rather than just binary responses.
How Does a Likert Scale Work?
- Develop a Statement: Create clear, neutral, and focused survey statements.
- Define Response Options: Use a 5-point or 7-point scale ranging from strong disagreement to strong agreement.
- Collect Responses: Distribute surveys through online, in-person, or mobile platforms.
- Analyze the Data: Aggregate scores to identify trends, compare groups, and assess overall sentiment.
Likert Scale Common Use Cases
| Customer Satisfaction Surveys | Evaluating service experiences or product usability. |
| Employee Engagement Surveys | Measuring job satisfaction and workplace culture. |
| Brand Perception Studies | Understanding how consumers perceive a company's messaging. |
What are Likert Scale Best Practices?
- Avoid Leading Questions: Ensure neutrality to prevent bias.
- Provide an Odd Number of Options: Allows respondents to choose a neutral middle ground.
- Use Consistent Wording: Maintain clarity in response choices to avoid confusion.
Final Takeaway
Likert scales are a reliable tool for measuring attitudes and perceptions. When designed well, they provide valuable insights that drive business improvements.