Darryl Laws
Respondents are more comfortable. The Likert scale from 1 to 5 has a mid-point. Respondents often find it difficult to define their views on scales with values greater than seven. This means that if you offer more than seven answer choices, respondents are likely to choose their answers at random and thus, their data will be insignificant. It is recommended using five-point scales for single scales, the presence or absence of a selected attribute is referred. The seven-point bipolar scales are best used when two sensations or different attributes related to each other are compared.
Likert Scale Advantages. Likert Scale based survey questions provide a number of clear advantages, here are a few of them.
Easy to understand and implement.
Quantifiable answers support statistical analysis, reporting and representation.
Respondents find Likert answer scales easy to understand and use.
Likert scales provide the facility to record varied opinions.
Likert Scale Disadvantages. While there are some clear advantages in using Likert Scale based questions there are some disadvantages which should be noted.
Due to the limited number of answer options, Likert scales cannot therefore measure the true attitudes of respondents.
Respondent’s answers are likely to be influenced by previous survey questions they have been presented with.
Some people frequently avoid choosing extreme options such as ‘totally agree’ or ‘totally disagree’ even if these are the most accurate.
What to assess with a Likert scale? It is advisable that when you are devising a customer survey you need to consider exactly what you want to assess and measure. To use Likert Scale based questions whatever you want to measure needs to be allocated to a scale that indicates the customer’s experience, their opinion or their attitude (Joshi, Kale, Chandel, 2015). The answer options need to include two clear extremes along with an appropriate number of middle options to allow customers to quantify their responses. Likert Scale based customer survey questions are typically used to assess the following:
Satisfaction
From ‘delighted’ to ‘frustrated’ with options in between.
Importance
From ‘essential’ to ‘unimportant’.
Quality
From ‘extremely high’ to ‘very poor’.
Frequency
From ‘often’ to ‘never’.
Likelihood
From ‘definitely’ to ‘never’.
Measurement. The final part of my survey questionnaire, (questions #15 to # 23) asks participants to indicate their level of agreement or disagreement with nine statements involving M&As. The respondents use a five-point, equal-interval scale in which;
+2 = strongly agree,
+1 = agree,
0 = neither agree nor disagree (no opinion),
-1 = disagree, and
-2 = strongly disagree.
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