Survey Types

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Aug 24, 2020

Everything your business needs to know about the Likert Scale

by Gordon Polovin

The Likert Scale’s reputation for reliability and accuracy when it comes to measuring opinions, perceptions, and behaviors can work in your favor. “Yes” or “No” questions have severe limitations in the realm of cognitive probing – understanding why employees and customers act the way they do. The Likert Scale focuses instead on finding out the degree of emotion one feels about a subject – thereby providing groundbreaking insight into motivations. We delve here into the scope of Likert Scale surveys and their ability to help companies understand their employee experience (EX), customer experience (CX), and Customer Service demands. What is the Likert Scale? The Likert Scale represents a range of verbal or numeric options on a measurement scale designed to register respondents’ intensity of agreement or disagreement with a proposition. Introduced by renowned social scientist Rensis Likert, it rests on a straightforward formula displaying the following unique characteristics: It is a menu of scales suited to the needs of different situations.  The 5 Point Likert scale is the most popular. It ranges from 1 to 5, where one and five are markers for the most extreme respondent sentiments. There are also 4, 6, 7, 9, and 10 Point Likert scale options (the last two mentioned suitable for highly customized situations). The odd-number scales include a score for “no opinion one way or another,” somewhere in the middle (i.e., a neutral rating).  The even-numbered Likert Scales force respondents to have either a positive or negative viewpoint on the question asked. Users […]

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