What is a Likert Scale Question?

A Likert Scale Question is a type of survey question used to measure respondents’ degree of agreement or disagreement towards a specific statement or topic. The Likert Scale was developed in the 1930s by Rensis Likert, a social psychologist who sought to create a standardized method of measuring attitudes and opinions.

A Likert Scale Question typically presents a statement or assertion, followed by a scale of responses ranging from “strongly agree” to “strongly disagree.” Respondents are asked to select the response that best represents their opinion or level of agreement. The scale can be presented in various formats, including numerical or verbal scales and graphical representations.

The Likert Scale is commonly used in market research studies to measure consumers’ attitudes, perceptions, opinions, and beliefs towards products, services, or brands. It can also be used to measure customer satisfaction, loyalty, or engagement with a company or brand.

The advantages of using Likert Scale Questions in market research studies include their ease of administration, standardized format, and ability to provide quantitative data that can be analyzed statistically. The Likert Scale can also help to capture the nuances and subtleties of attitudes and opinions by providing a range of response options.

However, there are also some limitations to the Likert Scale. One potential limitation is that the scale assumes that the respondents clearly understand the statement being presented and the response options available. This may not always be the case, particularly if the statement is complex or abstract. Additionally, the scale may not provide insights into the reasons behind a respondent’s answer and may not fully capture the complexity and diversity of opinions and attitudes.

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