Definition & Description:

The Likert Scale was developed by Rensis Likert in 1932** in an attempt to improve the levels of measurement in social research through the use of standardized response categies in survey questionnaires. It is one of the most frequently used attitude measure in social sciences. Respondents are requested to state their level of agreement with a series of attitude statements. Each degree of agreement or disagreement is given a value on a predetermined scale. Often a set of Likert items will be summed to provide a total score for the attitude. Likert questions are typically a five point scale, as shown in the following example: Capital punishment should be reinstated.
____Strongly agree _____Agree _____Neutral _____Disagree ____Strongly disagree

Some research designs prefer an even number of possible responses so that there is no midpoint in the scale. In this case, the respondent is forced to make a choice that leans either to agree or disagree. Studies have been done that indicate the preferred number of responses is dependent on the content.

How can a Likert Scale Survey be used to answer a research question:

An intensity question is used to measure the strength of a respondent's feeling or attitude on a particular topic. These kinds of questions allow you to obtain more quantitative information about the survey subject. Instead of a finding that 80 perscent of the resopndents favor a particular posposal or issue, you can obtain more specific levels of favor. Results that show 5 percent are strongly in favor and 75 percent are mildly in favor may provide more valuable insight. A typical likert scale allows the respondent to choose one of seven degrees of feeling about a statement from strong approval to strong disapproval. Likert-like scales with three to ten degrees are also appropriate. The "questions" are in the form of statements that seem either definitely favorable or definitely unfavorable toward the matter under consideration. The answers are given scores (or weights) ranging from one to the number of available answers, with the highest weight going to the answer showing the most favorable attitude toward the subject of the survey. The following questions from the Minnesota Survey of Opinions designed to measure the amount of "anti-US law" feelings illustrate this procedure:

1. Almost anything can be fixed up in the courts if you have enough money. Strongly Disagree (1) Disagree (2) Undecided (3) Agree (4) Strongly Agree (5) 2. On the whole, judges are honest. Strongly Disagree (1) Disagree (2) Undecided (3) Agree (4) Strongly Agree (5) The weights (shown by the numbers below the answers) are not shown on the actual questionnaire and, therefore, are not seen by the respondents. A person who feels that US laws are unjust would score lower than one who feels that they are just. The stronger the feeling, the higher (or lower) the score. The scoring is consistent with the attitude being measured. Whether "agree" or "disagree" gets the higher weight actually makes no difference. But for ease in interpreting the results of the questionnaire, the weighting scheme should remain consistent throughout the survey. Some examples of typical research areas that may be addressed using likert scales; 1. customer satisfaction with products or services 2. parent satisfaction with daycare/schools 3. public opinion about controversial issues

Advantages/Disadvantages of Likert Scale Survey:

Advantages of Likert scaling:

Disadvantages of Likert scaling:

responses are gathered in a standardized way relatively quick to collect information can be relatively easy simple to construct can collected from a large portion of a group. easy to use. gives participants a wide range of choses which may make them feel more comfortable

participants may not be completely honest - which may be intentional or unintentional participants may base answers on feelings toward surveyor or subject may answer according to what they feel is expected of them as participants scale requires a great deal of decision-making can take a long time to analyze the data

References:

Armit, E. Nutritional Guidelines. Retrieved Oct. 09, 2003, from CDA/CSEM Professional Conference: http://www.diabetes.ca/Section_Professionals/nutriguide.asp Block, Lottenberg, Flint, Jakobsen, Liebnitzky, . Use of a Human Patient Simulator for the Advanced Trauma Life Support. Retrieved Oct. 09, 2003, from Orlando Regional Medical Center: http://www.simulab.com/Human%20Patient%20Simulator.htm

Cox, E.P. (1980). The optimal number of response alternatives for a scale: a review. Journal of Marketing Research, 17, 407-422. Garland, R. (1991). The mid-point on a rating scale: is it desirable?. Marketing Bulletin, 2, 66-70. (2003). Intensity Questions and the Likert Scale. Retrieved Oct. 09, 2003, from Alinea Group: http://www.alineagroup.com/Intensity%20scale.htm Reardon, D. Psychological Reactions Reported After Abortion: A detailed survey of post abortion reactions. Retrieved Oct. 09, 2003, from Elliot Institution: http://nichole.simonweb.com/~afterabortion/Survey2.htm The above information was obtained from a page written by April Hitchcock & Karen Porter, http://www.arches.uga.edu/~porterk/likertscale.html#realstudies **The original date in this article was 1920s but research on Rensis Likert tends to favor a date of 1932 for the development of the Likert Scale and has been edited for that change. See the link that follows: http://www.thoemmes.com/dictionaries/bdm_likert.htm