Likert Scale

Likert Scale is a scale which measures users’ experience on 5, 7 or 9 point scale. The center point of the scale (zero) is always neutral. It can range from Extremely dissatisfied to extremely satisfied or from Strongly Disagree to Strongly Agree. It measures how consumers feel about a certain product or experience.

It helps in breaking down the complex questions and makes it easier for consumers to express their opinions.

Likert scale gives a degree of likeness/dis-likeness, and hence gives directional inputs for improvements in product or experiences.

It is commonly used interchangeably with rating scale, which is used to rate different attributes of a product, concept or experience.

Below are the examples of Likert Scales:

A: 5 point Likert Scale

Question: How much do you like or dislike OVERALL TASTE of the product?

  Like ExtremelyLike Somewhat Just right for me Dislike somewhat Dislike Extremely
Overall Taste 5 4 3 2 1

B: 9 point Likert Scale:

Question: How much do you like or dislike OVERALL TASTE of the product?

  Like ExtremelyLike Very MuchLike ModeratelyLike SlightlyNeither Like nor DislikeDislike SlightlyDislike ModeratelyDislike Very MuchDislike Extremely
Overall Taste 9 8 7 6 5 4 3 2 1

Although 9 point scale seems more detailed, it tends to confuse the respondents with overwhelming choices. Most respondents are comfortable with 5 or 7 point scales.

The scale may use only numbers or descriptive words along with numbers. Using words to describe what each number stands for helps in eliciting better response, and leaves very less scope for confusion in interpreting the scoring.

It is always helpful to follow up these questions with exploratory questions such as what exactly do they like/ dislike about the taste.

Likert Scale can be used in any situation where one wants to understand the experience or opinion of consumers. Below are some examples:

1. Agreement:

Question: Our immigration process was very smooth.

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
5 4 3 21

2. Likelihood:

Question: How likely are you to purchase this product?

3. Importance:

Question: How important is type of packaging when you purchase Biscuits?

Very Important Important Neutral Not Very ImportantVery Important
5 4 3 21

In conclusion, Likert scale helps simplify consumer responses and gives directional inputs for product or service improvisation.