What Is Likert Scale

What is likert scale?
Paul E. Spector (1994): In his book "Using Self-Report Questionnaires in OB

Research: A Comment on the Use of a Controversial Method," Spector
discussed the Likert scale as a widely used technique in organizational behavior
research to gauge participants' attitudes or opinions.
Likert Scale Types

Researchers who want to gather feedback on employee or customer
satisfaction frequently use the Likert Scale. This scale can be broadly classified
into two categories:
Likert scales: Even, Odd
Even Likert Scale: Without offering a neutral option, researchers gather
extreme feedback using even Likert scales.
A 4-point Likert scale for importance enables researchers to include four
extreme options in their analysis without providing a neutral option. Here, a 4-
Point Likert Scale is used to represent the various degrees of importance.
Eight-Point Probability of recommendation: This is a modified 4-point Likert
scale, with eight options to gauge the likelihood of a recommendation. That is
the only modification from the previous explanation.
Odd Likert Scale : Researchers offer respondents the option to respond
neutrally by using the odd Likert scale.
5-point Likert scale: This unusual Likert scale question has five answer options.
Researchers use it to collect data on a topic by giving respondents the option to
select a neutral response if they would prefer not to answer from the extreme
choices in their research design.
Seven-point Likert scale: At the extremes of a five-point Likert scale question,
the seven-point Likert scale adds two more response options.
9-point Likert scale: Although they are not very common, you can use a 9-point
Likert scale by giving the 7-point Likert scale question two more answer
choices.
DATA ANALYSIS FROM A LIKERT SCALE

Likert-derived data can be treated either as ordinal-level or interval-level
data
Ordinal data: You find the mode, or most common score, for each question to
get a general idea of your sample. To see the frequency of each item choice,
you can also make a bar chart for each question.
You postulate that believing that environmental damage is a significant issue is
correlated with knowledge of climate change. The chi-square test of
independence is used to determine whether these two characteristics are
related.
Interval data: The total score for each participant is obtained by adding the
scores from each question. For your sample, you determine the standard
deviation, or spread, and the mean, or average, score.
You look into the relationship between attitudes toward eco-friendly behavior
and age. You determine whether there is a relationship between age and the
overall score on your Likert scale by using a Pearson correlation test.
Likert-derived data is typically analyzed at the ordinal level, where response
categories are presented in a ranking order, but the distances between
categories cannot be assumed to be equal. For instance, a scale with 1 =
strongly agree, 2 = agree, 3 = neutral, 4 = disagree, and 5 = strongly disagree
can be analyzed as such. Descriptive statistics can be used to summarize the
data in numerical or visual form, with the median or mode used as the
measure of central tendency. Bar charts can be created to visualize the
frequency of each item choice. Inferential statistics for ordinal data include
Spearman’s correlation or a chi-square test for independence.
Another approach is to analyze Likert-derived data at the interval level, where

response categories are presented in a ranking order and the distance between
categories is presumed to be equal. Inferential statistics like analysis of variance
(ANOVA) or Pearson’s correlation can be used, provided the data is at the
interval level. Descriptive statistics involve adding up scores from each question
to find the mean and standard deviation of the scores for the sample.
ADVANTAGES AND DISADVANTAGES OF LIKERT SCALE

Likert scales are frequently used in research because of their adaptability and
simplicity of use, but they also have a unique set of benefits and drawbacks.
Advantages
Versatility: Likert scales are adaptable for a variety of research purposes

because they can be used to measure attitudes, opinions, perceptions, and
preferences on a wide range of topics. Example Study: Johnson et al. (2018)
measured employees' job satisfaction across a range of industries using Likert
scales. The researchers discovered that the wide range of attitudes and
opinions regarding various aspects of the work environment could be captured
by using Likert scales.
Quantitative Information: Likert scales yield quantitative information that can

be analyzed statistically to produce means, standard deviations, and
correlations. This information helps researchers to draw conclusions and
compare findings. Example Study: To gauge consumer satisfaction with a new
product, Smith et al. (2020) used Likert scales. The researchers were able to
spot trends in consumer preferences and make data-driven decisions to
enhance the product by quantitatively analyzing the Likert scale responses.
Ease of Interpretation: Because Likert scale responses frequently employ

simple, unambiguous language, they are generally simple for researchers and
respondents to interpret and comprehend. Example Study: Likert scales were
used to gauge student satisfaction with platform usability in a Chen et al.
(2019) study on students' impressions of online learning platforms. The simple
Likert scale responses made it easier to understand the preferences of the
students and provided direction for platform interface enhancements.
Standardization: Because Likert scales have a consistent format, comparing

responses from various people, groups, or periods of time is made simpler.
Example Study: Johnson and Smith (2017) used Likert scales to measure
attitudes toward environmental conservation in a cross-cultural study. Likert
scales gave a standard format for comparing attitudes across nations, even
though respondents' cultural backgrounds varied.
Effectiveness: Likert scales are useful for gathering data from large samples or
in circumstances where time is of the essence because they are comparatively
quick and simple to administer. Example Study: Using Likert scales to gauge
adherence to preventive measures, Williams et al. (2021) carried out a
comprehensive survey on public health behaviors during the COVID-19
pandemic. The researchers were able to swiftly gather and examine data from
a wide range of participants thanks to the effectiveness of Likert scales.
Disadvantages:
Restricted Response Options: Likert scales usually provide a set number of

response options, which might not fully convey the nuance of respondents'
views or opinions. Limited Response Options: Example Study: Jones et al.
(2019) investigated attitudes towards animal welfare using a Likert scale
with only three response options (Agree, Neutral, Disagree). The limited
response options hindered the researchers' ability to capture nuanced
attitudes towards different animal welfare policies.
Response Bias: The validity and dependability of the data may be impacted by
respondents' propensity to give socially acceptable or neutral answers, among
other response biases.
Difficulties with Interpretation: Although Likert scales offer numerical data,

interpreting the significance of particular response categories can occasionally
be subjective, especially in cases where responses are unclear or contingent on
context. Example Study: Smith and Brown (2018) examined employee
perceptions of organizational culture using Likert scales. However,
varying interpretations of Likert scale items led to discrepancies in
respondents' ratings, highlighting the challenge of interpreting
responses accurately.
Order Effects: The arrangement of items on a Likert scale can affect how
respondents interpret the questions and how they respond, which could
introduce order effects into the data that could cause confusion. Example
Study: In a study by Lee et al. (2020) on consumer preferences for
sustainable products, Likert scale items were presented in different
orders across survey respondents. The researchers found that the order
in which items were presented influenced respondents' ratings,
indicating potential order effects
Cultural Differences: Likert scales might not be appropriate for all cultures or
demographics as response patterns and interpretations of scale points can vary
culturally

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What Is Likert Scale

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What is likert scale?

Paul E. Spector (1994): In his book "Using Self-Report Questionnaires in OB

Likert Scale Types

DATA ANALYSIS FROM A LIKERT SCALE

Another approach is to analyze Likert-derived data at the interval level, where

ADVANTAGES AND DISADVANTAGES OF LIKERT SCALE

Versatility: Likert scales are adaptable for a variety of research purposes

Quantitative Information: Likert scales yield quantitative information that can

Ease of Interpretation: Because Likert scale responses frequently employ

Standardization: Because Likert scales have a consistent format, comparing

Restricted Response Options: Likert scales usually provide a set number of

Difficulties with Interpretation: Although Likert scales offer numerical data,

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