Just remember that the more multiple choice options available, the greater the likelihood of potential confusion and survey abandonment. When more granular survey responses are needed, a 7-point or even 9-point Likert scale question can be used. This technique prevents survey respondents from being forced to make a binary choice. Note the middle, neutral response option enabling respondents to register an answer. This form of Likert scale questions first appeared in 1932 and remains probably the most common format. The respondent might be offered this 5-point Likert scale from which to select a response. How satisfied are you with the service you have received from ? Here is a typical Likert scale question and answer example: Looking at a typical Likert scale question and answer example is the best way to appreciate how Likert scales work. However, questions persist over whether this is the best way to get usable customer feedback (as opposed to do market research) and rightly so. These are used in Likert scale surveys to produce quantitative data for analysis. Respondents are not forced to make a binary choice between ‘agree’ and ‘disagree’. Likert scale questions enable customers to indicate the extent to which they agree or disagree with a given statement, or express a neutral response. A Likert scale is a psychometric scale that’s effectively used to assess the opinions, attitudes and experiences of customers regarding brands, products and services. This form of rating scale is named after its inventor, psychologist Rensis Likert. Likert scales are rating scales often used in customer surveys.

Reliability of likert scale