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UPDATED! Likert Scale Definition (How to Use It + Examples)

Want to know what a Likert scale is and how to use it?

Using a Likert scale on your WordPress forms is an extremely reliable and easy way to measure attitude, visitors’ opinions, or feelings toward your brand. This insight can give you some real power.

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

Here’s a table of contents to help you navigate this post:

What Is a Likert Scale?

We’ve all been asked on a survey how much we agree or disagree with a statement. That’s a Likert scale.

It’s a type of rating scale, often found on survey forms, that measures how people feel about something.

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Technically speaking, a Likert scale an ‘ordinal scale with an interval answer option’. ‘Ordinal’ means that the questions appear in a specific order from one extreme to another.

The Likert scale is after Rensis Likert, the social psychologist who invented the use of scale points in this type of rating system. Asking yourself what is a 5 point Likert scale? Check out the example below.

likert scale example

An effective Likert scale usually has 3 components:

  • One or more questions
  • A series of answers, often shown as a 5-point scale or 7-point scale
  • A neutral midpoint.

It measures the level of agreement, so it’s not always a numbered scale.

So now that you know the answer to the burning question ‘what is a Likert scale’, let’s move on to some examples.

Likert Scale Examples

Likert scales are perfect for encouraging people to answer detailed questions about your business.

For example, you might use a Likert scale to measure how people feel about products, services, or experiences based on your survey research.

Here are a few Likert scale questions with some answer choices we could use for them.

Question or Statement Answer Choices
This company invests time in providing quality support to its customers Strongly Disagree, Disagree, Neither Agree nor Disagree, Agree, Strongly Agree
Express your level of satisfaction after using our products Highly Dissatisfied, Dissatisfied, Neutral, Satisfied, Highly Satisfied
I require help from specific departments when I shop Never, Almost Never, Neutral, Almost Every Time, Every Time

The left hand side of the table has a series of statements. If you make a Likert scale from a form template, you’ll normally use these as your questions.

The right hand side shows the response options. You can see that we have positive sentiments and negative sentiments in the answers. And in each example, there’s a neutral option in the middle so that undecided respondents don’t feel forced to give an opinion.

The format of Likert scale questions helps 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 survey 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 with WPForms and the Surveys and Polls addon. It’s the best contact form plugin on the market today and comes with tons of ways to help reduce form abandonment.

Add a Likert Scale Form Field

In fact, for step-by-step instructions, you can 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.

So if you’re new to Likert scales, and aren’t sure how to go about creating the actual questionnaire part for your survey form, here’s how:

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

Here are some Likert scale examples of things to measure like:

  • 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. From reviewing a product to getting feedback about your WordPress event registration process.

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

So the last step in setting up a successful Likert scale is deciding which responses to make available to people taking your survey. And remember, you already decided what to measure. But now you need to decide on the actual responses.

  • Stay Odd — Use an odd number of responses. Ideally, you should include 5 or 7. 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.
  • Use 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 online surveys, 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.

Next, Consider a Net Promoter Score Survey

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

If you want even more ways gauge customer loyalty check out our tutorial on how to create a Net Promoter Score (NPS) survey in WordPress.

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Comments

  1. Hi, I wish to request some help to get information on how to develop a Satisfaction Index using Likert scale questions.
    Thanks

    1. Hi Edward,

      I’m sorry but I’m not sure I understand your question. Can you provide more details or possibly an example of what you’re trying to do?

      Thanks!

  2. so when you say strongly disagree…what does that mean versus strongly agrees; and the difference or degree of difference…how should I view the responses

    1. Hi Deborrah!
      Thanks for the question.
      So you can, for example, compare it to some grade from 0 till 10, where 0 – strongly disagree and 10 – strongly agree. And everything else is somewhere in between.
      I hope this makes sense.

      Have a good one 🙂

  3. Hi,
    Please does it matter on which side I can place strongly agree and strongly disagree in Likert scale?
    example
    Strongly disagree…………………….to……………………strongly agree
    or
    Strongly agree…………………………..to…………………..strongly disagree
    Negative…………………………………to………………………positive
    or
    Positive ……………………………to………………………………Negative?

    Thank you

    1. Hi Abdulkarim, great question!
      I don’t think this will change a lot, as the users will still choose the option they would like, no matter what order it is in your form.
      So my personal opinion is that you can actually add it with any order, the result most probably will be the same.
      I hope that makes sense.
      Have a good one 🙂

  4. Hi, if I want to work on a survey to check the pre vocabulary knowledge (before they learnt it via a video) of my learners.
    Is this suitable for linkert scale?

    For example:
    Before watching this video, are you familiar with this vocab
    1 = I didn’t know this word before watching the video.
    2 = I don’t think I knew this word before watching the video.
    3 = I have no idea if I knew this word before watching the video.
    4 = I think I knew this word before watching the video.
    5 = I definitely knew this word before watching the video.

    Any comments or advice?

    Thank you.

    1. Hi there!
      The Likert Scale field is more to measure something, and it looks like this. But to achieve what you have described I think the best is to use the Multiple Choice field instead. Then it will look like this in your form.
      I hope that makes sense.
      Have a good one 🙂

  5. Is it possible to use a response from a likert scale field to display a conditional field?
    e.g.
    Likert Scale field -> response Yes, Yes, No
    HTML Field conditional -> if Likert Scale field has ‘No’ -> show/hide

    1. Hi Ian, I hope you are doing well!
      Currently, only the fields without sub-fields can be used in the Conditional logic, so I’m afraid Likert Scale one isn’t supported there.
      I apologize for the inconvenience!
      Have a good one 🙂

  6. Hi It’s possible to assign points to each value of the likert i.e:

    Never 1 point
    Almost Never 2 points
    Neutral 3 points
    Almost Every Time 4 points
    Every Time 5 points.

    So in this way can give a finally result based on each election of the user?

    1. Hi Samuel!
      Currently, we do not have a built-in option to assign scores to the Likert Scale field’s options. I do agree it would be super helpful, though. I’ve made a note of the feature request and we’ll keep it on our radar as we plan out our roadmap for the future.

      For now, the closest alternative might be to use conditional logic to allow users to see different form confirmation events based on their form input. We have a detailed tutorial here.
      I apologize that we can’t provide what you’re looking for right now, but I appreciate the suggestion! It’s always helpful to get insights from our users.

      Have a good one 🙂

  7. Hello
    How I can decide start from (1) strongly agree …..to (5) strongly disagree .
    Or
    (1) strongly disagree …..to (5) strongly agree.
    Thanks

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