Ok so just what is a Likert scale anyway? If you have been in market research, or any form of survey research, for any length of time you have no doubt come across the ubiquitous Likert scale and its strongly agree to strongly disagree framework. In the years I have been involved in constructing surveys and teaching market research, I have seen many techniques and question types rise and fall in favor, yet the Likert scale keeps truckin’ along.
In case you didn’t know the scale was developed by psychologist Rensis Likert in order to measure the level of agreement or disagreement of a symmetric agree-disagree scale. The area of interest, be it a marketing or a social science construct, is assessed using a series of statement of statements, each designed to view the construct from a slightly different angle.
Take these likert scale survey example questions:
- It is important to me to be the first amongst my peers to purchase a new item.
- People come to me for information on new products.
- I enjoy sharing information with others.
- I consider myself knowledgeable on a variety of issues.
- Ted’s Pizza has excellent customer service.
- You get a lot of food for the price at Ted’s Pizza.
The first four statements were centered on the individual and might be part of an opinion leader or early adopter scale. The latter two likert examples are focused on a business. Just as easily you can create a scale with items that touch upon social topics, religious aspects, or other critical issues of the day. The important thing to remember is that a Likert survey question is designed to measure attitudes and by nature are multi-item.
It is this second point that needs further explanation. Foundational research tells us that multiple-item measures of a construct are inherently more stable and subject to less spurious variability than single-item measures. How many items is enough? If you are creating a new scale then you should create as many items as possible and let subsequent analysis narrow the field for you. This can be done through brainstorming sessions, focus groups or extensive review of existing literature.
In the next post we will examine some of the ways to further refine and implement your scale.