Understanding Likert Scales: definition, examples & how to use them in Surveys

What is a Likert Scale?

The Likert scale is one of the most widely used response formats in survey research. It helps collect structured opinions from respondents by allowing them to express their level of agreement or disagreement with specific statements.

Typically, Likert scales feature an odd number of response options, such as 5 or 7, ranging from strong disagreement to strong agreement. A common example: rating a statement from “Strongly disagree” to “Strongly agree.”

This format transforms subjective opinions into quantifiable survey data, enabling accurate comparisons and detailed analysis. Because of its simplicity and flexibility, the Likert scale is a go-to choice for many online surveys, whether in market research, employee engagement surveys, or customer satisfaction studies.

Thanks to its adaptability, you can easily tailor the scale to different survey topics, research goals, and target groups. It’s a great way to capture nuanced opinions while keeping the experience easy and intuitive for respondents.

The difference between a unipolar and bipolar scale

Beyond layout, the structure of the response options is another critical aspect of Likert scales. Here, the distinction between unipolar and bipolar scales is important.

• Unipolar Scales: A unipolar Likert scale measures the presence or intensity of a single attribute. Respondents are asked to rate something on a scale that starts from “none” or “not at all” and progresses to “a lot” or “very much.” This type of scale is useful when you want to measure the degree to which something is present. For example:

• Bipolar Scales: A bipolar Likert scale, on the other hand, measures two opposite attributes, typically with a neutral midpoint. It’s used to assess attitudes that can swing from one extreme to another, such as “agree” vs. “disagree” or “satisfied” vs. “dissatisfied.” This type of scale is ideal when you need to capture a spectrum of opinion that includes both positive and negative sentiments. For example:

Why Are Likert Scales Important?

In research, response scales are widely used for several reasons:

1. Simplicity: They are straightforward, making them easy for researchers to implement and for respondents to understand. This simplicity helps gather consistent and reliable data across diverse populations.

2. Versatility: Whether measuring customer satisfaction, employee engagement, or public opinion, the Likert scale is adaptable to a wide range of research contexts. Its versatility is one of the reasons it has become a fundamental tool in perception measurement.

3. Quantifiable Data: Response scales are excellent at converting qualitative perceptions into quantitative data. This transformation is critical for performing statistical analyses that reveal patterns, trends, and insights that inform decision-making.

4. Granularity of Responses: Unlike binary questions, response scales offer a spectrum of responses that capture varying degrees of sentiment. This granularity provides a more nuanced understanding of the subject being studied, which is invaluable in complex research scenarios.

5. Comparability: Attitudinal measures facilitate the comparison of data across different groups or over time. This comparability is essential for tracking changes in attitudes or evaluating the effectiveness of interventions.

One of the significant advantages of Likert-type questions is their ability to capture detailed customer feedback, which can then be analyzed to identify areas for improvement. The Kano Model is particularly effective when used in conjunction with Likert scale data, as it helps categorize customer needs and preferences based on their responses. For more insights on how to leverage these question types within the Kano Model framework, explore our article on Kano Model Analysis.

When to Use Likert Scale Questions in Your Surveys

Likert-type questions are great for measuring nuanced opinions and attitudes when you require more than binary responses, allowing you to explore respondents’ sentiments in greater depth. But when and how should you use them? Let’s look at a few specific contexts where they prove particularly valuable.

• Customer Satisfaction (CSAT)

Customer satisfaction is a critical metric for any business, reflecting how well a product or service meets customer expectations. Likert format are often the backbone of CSAT surveys because they allow customers to express their level of satisfaction on a spectrum. This approach goes beyond simple “yes” or “no” answers, offering insights into the intensity of customers’ feelings. For instance, understanding whether a customer is “somewhat satisfied” versus “extremely satisfied” can provide valuable information for tailoring customer experience strategies. By capturing these subtleties, companies can identify specific areas for improvement or enhancement.

• Net Promoter Score (NPS)

Net Promoter Score is another vital measure, focusing on customer loyalty. While the classic NPS question asks how likely a customer is to recommend a business, adding rating scale questions can enrich the data. These scales can be used in follow-up questions to pinpoint what aspects of the service or product influenced the customer’s likelihood to recommend. For example, you might explore how strongly a customer agrees with statements about product quality, customer support, or overall value. This additional layer of data helps businesses understand not just the likelihood of a recommendation but also the factors driving it.

• Employee Experience (EX):

When it comes to understanding the workplace environment, Likert scales are indispensable. Employee engagement and satisfaction are complex areas that require more than just surface-level insights. They can help unpack these complexities by assessing employees’ feelings about various aspects of their work life, such as leadership, communication, and career development opportunities.

• Employee Engagement Surveys:

In these surveys, Likert scales can be used to gauge how connected employees feel to their work and the organization. Are they motivated by their tasks? Do they believe their contributions are valued? Likert scales allow you to measure these dimensions with a level of detail that simple yes/no questions cannot provide.

• eNPS (Employee Net Promoter Score):

Just as with customer NPS, the employee version can benefit from Likert scale follow-ups. After asking how likely employees are to recommend their workplace, you can dig deeper into specific aspects of their experience. For instance, you might ask how strongly they agree with statements regarding work-life balance, managerial support, or opportunities for advancement. These insights can be key to guiding meaningful changes within the organization.

Determining the most effective way to phrase rating questions can sometimes be a challenge. This is where A/B testing becomes invaluable. By testing different versions, you can identify which wording, structure, or scale format yields the most reliable and actionable data. For a deeper dive into how A/B testing can optimize your Likert scale surveys, check out our article on AB Testing in Surveys.

Different Types of Likert Scales

Likert-type are not a one-size-fits-all tool; they come in various forms to suit different research needs. Each type of Likert format has its own strengths, depending on what you’re trying to measure and how you want to present the data.

Vertical vs. Horizontal Layouts

The way a Likert scale is presented can determine how respondents interact with it. The two most common layouts are vertical and horizontal. Both layouts have their place, and the choice between them often comes down to the survey’s context and the medium through which it’s delivered.

• Vertical Layouts: In a vertical Likert scale, the response options are listed one below the other. This format is often preferred when the survey is presented on paper or in a digital format where space is limited. Vertical scales tend to be easier for respondents to navigate, as they can quickly scan the options from top to bottom. For example:

• Horizontal Layouts: Horizontal Likert scales display the options from left to right. This layout is commonly used in online surveys where space allows for a more visually appealing design. Horizontal scales can make it easier for respondents to compare options side by side, which can be useful when the differences between choices are subtle. For example:

5-Point vs. 7-Point Likert Scales

The number of points on a Likert scale is another crucial element that influences the depth and clarity of the data collected. The most commonly used scales are the 5-point and 7-point Likert scales.

• 5-Point Likert Scale: The 5-point scale is widely used because it strikes a balance between simplicity and detail. It provides enough options for respondents to express their views without overwhelming them with too many choices. The typical 5-point scale might look like this:

• 7-Point Likert Scale: The 7-point scale adds two more options, providing more granularity and allowing for finer distinctions between levels of agreement or satisfaction. This scale is particularly useful in research that requires more precise measurement of opinions, where respondents might feel that the 5-point scale is too limiting. An example of a 7-point scale could be:

Choosing the Right Likert Scale

The type of Likert scale you choose should align with your research objectives. If you’re aiming to get a quick, general overview of opinions, a 5-point scale might be enough. But if you need to capture more subtle differences in attitudes, a 7-point scale or even more detailed options could be the better fit.

To show how versatile Likert scales can be, take a look at the table below. It outlines different types of Likert scales along with typical response options. Each version serves a specific purpose—from measuring agreement to evaluating importance or the frequency of certain behaviors or opinions.

How to Create Likert Scale Question in Survalyzer

Survalyzer’s matrix functionality is an effective tool for creating Likert scale questions, allowing you to present related items in a single table format. This guide outlines how to set up a Likert scale using the matrix feature and customize it for your survey needs.

1. Select the Matrix Question Type:

   • In your Survalyzer survey, add a new question and choose the “Matrix” type. This format lets you organize multiple items as rows with Likert scale options as columns.

2. Configure Likert Scale Columns:

   • Set the number of columns to match your Likert scale. For example, use five columns for a 5-point scale (e.g., “Strongly Disagree” to “Strongly Agree”) or seven columns for a 7-point scale. You can also use your own scale types like 4 or 9-point scales for example.

3. Add Rows for Sub-Questions:

   • Each row in the matrix should represent a different item or statement you want evaluated. Add rows for each item, ensuring all relevant aspects are included.

For a more detailed explanation of the matrix question setup and additional customization tips, you can refer to the educational article on Matrix Question Types.

How to Create Likert Scale Question in Survalyzer

Matrix question type allows you to organize multiple Likert scale questions into a single, cohesive table, making it easier for respondents to provide consistent feedback across different items. Customizing this matrix ensures that the questions are relevant, the scale is appropriate, and the data collected is meaningful, this is why you should not forget about the following things:

• Hint Text: Enable Hint text if additional context or instructions are needed. This helps clarify the purpose of the question but won’t appear in the final data report.

• Mandatory Responses: To ensure complete data, you can require answers for each row by selecting the “Force response” option. This ensures that participants cannot skip any sub-questions.

• Randomization and Order: You can randomize rows to prevent order bias or manually reorder them. Exclude specific rows from randomization if necessary.

Before launching your survey, preview the matrix to ensure everything is set up correctly. Once live, this setup will help you gather detailed feedback across multiple items efficiently. The matrix functionality is adaptable to both 5-point and 7-point Likert scales, making it suitable for various research contexts.

Chapter 8: Best Practices & Summary

To avoid response fatigue or monotony, Likert scale questions should be short and easy to understand. You can vary the format by using both statements and direct questions. This keeps participants engaged.

However, it’s important to maintain a consistent meaning for positive and negative responses throughout the survey. If the direction of the scale changes unexpectedly, it can lead to mistakes when respondents fill out the form.