What Is the Likert Scale and How We Apply It in Surveys
An explanation of what the Likert scale means and how it's implemented in customer satisfaction surveys.
What Is the Likert Scale?
The Likert scale is a psychometric research method that helps evaluate the behaviors, values, beliefs, and ideals of a person or a population through closed categories. In these tests, a statement is presented and the person must indicate the degree to which they agree or disagree with its content.
How Useful Is It?
It’s one of the most widely used scales in marketing surveys, since it makes it possible to accurately detect consumers’ attitudes, opinions, and intentions, which is essential to understanding how participants feel about various topics or products. Likert scale questions present response options that range from one extreme to another, offering a range of possibilities that capture nuances in opinions.
For example:
Response scales can vary from:
“Strongly disagree” to “strongly agree,” or “disagree,” “neutral,” and “agree.”
There’s also another variant in which participants have to answer a question like: How satisfied or dissatisfied are you with the product/service?, accompanied by a scale that goes from:
“Very dissatisfied” (1) to “very satisfied” (5), passing through “somewhat dissatisfied” (2), “indifferent” (3), and “somewhat satisfied” (4).
This way, a score is given, and the average sum of each respondent’s answers to the questions represents the individuals’ position regarding what is being researched.
What is CSAT and how we apply it in your surveys?
Advantages of the Likert Scale
The main advantage of the Likert scale is that all responses can be clearly distinguished and placed on the value scale so they can be analyzed quickly.
Some other advantages are:
- Immediate coding of responses
- Automatic summing of results
- Simplicity of application
- Widespread use of the Likert scale to capture individuals’ position regarding what is being researched.
Likert in EVAA Survey
We let you implement the Likert scale in your surveys in a very simple and effective way.
We offer “smiley faces” and stars questions that let you ask about service, quality, attention, and more, so you can evaluate on a scale from very dissatisfied to very satisfied.
In our reports, you’ll find how many times each response was selected and what percentage each response represents relative to the others. You can also identify the overall average of the responses, which ranges from 1 (lowest rating) to 5 (highest rating), helping you easily measure how your users feel about each point evaluated.
All of this information can be collected through surveys in the app, URL link, and QR code. Plus, with real-time reports you can review the information instantly so you can make decisions in less time.