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What is a Likert Scale and How to Use It

Beginner’s Guide: What is a Likert Scale and How to Use It?

by Lindsay Liedke on Jul 3, 2018

Do you want to know what a Likert scale is and how to use it? Using a Likert scale on your WordPress forms to gauge your site visitors’ opinions, feelings, or attitudes offers you more insight into how people really feel.

In this article, we’ll explain what a Likert scale is and how to use it to calculate the subjective feelings and experiences of your site visitors.

What Is a Likert Scale?

A Likert scale is a rating scale, often found on survey forms, that measures how people feel about something.

It includes a series of questions that you ask people to answer, and ideally 5-7 balanced responses people can choose from. It often comes with a neutral midpoint.

Customer Satisfaction

Likert scales are perfect for helping people answer complex questions about your business. For example, you might use a Likert scale to measure how people feel about products, services, or experiences.

Some common Likert scale questions include:

  • This company invests time in providing quality support to its customers
  • Express your level of satisfaction after using our products
  • I require help from specific departments when I shop

Each of these questions would then have a set number of responses for people to choose from, respectively:

  • Strongly Agree, Disagree, Neither Agree nor Disagree, Agree, Strongly Agree
  • Highly Dissatisfied, Dissatisfied, Neutral, Satisfied, Highly Satisfied
  • Never, Almost Never, Neutral, Almost Every Time, Every Time

In addition, Likert scale questions help you avoid having to ask people difficult survey questions like open-ended, fill-in-the-blank, simple yes/no, select all that apply, and ranking questions.

Lastly, using a Likert scale makes your job easier. It answers specific questions and results are easy to interpret since they’re arranged on a scale you’ve configured.

How to Set Up a Likert Scale That Gets Results

Setting up a Likert scale is easy if you use WPForms, the best contact form plugin on the market today, and the Surveys and Polls addon.

Likert Scale Examples

In fact, for step by step instructions, check out our tutorial on how to add a Likert scale to your WordPress forms.

And, be sure to check out our tutorial on how to create a survey form in WordPress if you haven’t done so already.

If you’re new to Likert scales, and aren’t sure how to go about creating the actual questionnaire part for your survey form, follow these steps.

Step 1: Decide What to Measure
The first thing you’ll need to do when setting up a Likert scale on your survey form is decide what exactly you want to measure. This will serve as the foundation for all your questions and the response scale.

Make sure that what you want to measure can be scaled in terms of opinion, attitude, feeling, or experience. There should be two clear extremes and room in the middle for a neutral midpoint.

Likert Scale - What to Measur

Some examples of things to measure include:

  • Agreement: Strongly agree to strongly disagree.
  • Frequency: Often to never.
  • Quality: Very good to very bad.
  • Likelihood: Definitely to never.
  • Importance: Very important to unimportant.

You can apply these measurements to your business in any way you want.

Find out how people feel about new products, customer support, pricing options, their buying decisions, your brand design, and much more in an effort to make improvements and boost both customer satisfaction and sales.

Step 2: Create Likert Scale Indicator Questions
If there are several things influencing the way your customers feel about something, that’s when you know it’s time to use a Likert scale on your survey forms.

In fact, Likert scales are great for learning about your business when one question, and one answer, won’t cut it.

For instance, let’s say you want to measure the amount of customer satisfaction people have with your company. There are many things that will influence this satisfaction, such as perceived quality, pricing, speed of service, and support.

That’s why you need to develop Likert scale indicator questions to make sure you address all of these things. If you don’t, you won’t receive reliable responses that can be used to make your company better.

Here’s an example of good Likert scale questions:

Likert Scale Indicator Question Examples

To get the best results, follow these survey question best practices:

  • Be specific when it comes to what you’re asking
  • Cater to your target audience using terms they’ll understand
  • Stay away from biased survey questions that can lead people to answer a certain way or force people to choose between extremes
  • Avoid asking long, complicated questions or run the risk of actually asking two questions in one, leaving the customer not knowing how to answer

The more accurate you are with your Likert scale questions, the better the results will be.

Step 3: Decide on Likert Scale Responses
The last step in setting up a successful Likert scale is deciding which responses to make available to people taking your survey. Remember, you already decided what to measure. Now you need to decide on the actual responses.

  • Stay Odd. Use an odd number of responses. Ideally, you should include five or seven. If you go below five options, people won’t be able to answer how they truly feel. If you go above seven, people will feel overwhelmed and pick random options, which hurts your chances of receiving real results.
  • Label Using Words. If you use numbers to label responses, people may confuse which end is positive and which is negative and answer incorrectly.
  • Use the Entire Range. Make sure your responses span the entire scale range so people on both ends of the extreme can answer truthfully.

And, if you really want to make a good impression on those taking your survey, consider enabling smart conditional logic on your Likert scale.

Conditional Logic Example

For instance, let’s say someone expresses dissatisfaction with your company’s customer support team. With conditional logic, you can show them an additional form field asking them to explain their answer.

This use of conditional logic on your survey form is a great way to show people you care about their responses, even if negative, and that you’re making an effort to improve.

And there you have it! You now know what a Likert scale is and how to use it to your advantage.

If you really want to gauge customer loyalty check out our tutorial on how to create a Net Promoter Score (NPS) survey in WordPress. Unlike a Likert scale, an NPS survey gives you an official calculation on how people feel about your company. This way, you can concentrate on driving the right kind of traffic to your site and making more money online than ever before.

So, what are you waiting for? Get started with the most powerful WordPress forms plugin today.

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Comments

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    CEO of WPForms

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