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 Extremely | Like 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 Extremely | Like Very Much | Like Moderately | Like Slightly | Neither Like nor Dislike | Dislike Slightly | Dislike Moderately | Dislike Very Much | Dislike 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 | 2 | 1 |
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 Important | Very Important |
5 | 4 | 3 | 2 | 1 |
In conclusion, Likert scale helps simplify consumer responses and gives directional inputs for product or service improvisation.