The Ultimate Guide on How to Create a Likert Scale Questionnaire
Remember that last time when you were taking a survey and ‘neither agreed nor disagreed’ or ‘completely agreed/disagreed’ with a question? You may not have known it at the time, but those questions were based on what’s called a Likert scale.
What is a Likert Scale?
Likert scale, named after its creator, an American social psychologist, Rensis Likert, is one of the most popular and reliable ways of measuring perceptions, attitudes, and opinions. It enables questionnaire takers to express their attitude by choosing one of the given answer options.
Unlike binary questions, which offer only two answer options, Likert scale questions are characterized by a wide range of options to choose from, usually ranging from one extreme (e.g. ‘strongly agree’) to another (e.g. ‘strongly disagree’).
The main purpose of a Likert scale is to measure attitudes. The main advantage, in comparison to the binary yes/no questions, is that it offers more degrees of agreement or disagreement. By offering more degrees of opinion, you’re more likely to receive valuable and relevant feedback from the questionnaire takers, especially when it comes to less concrete concepts that can’t be easily measured. The data obtained in this way can help you further improve your product or service.
When to Use Likert-Type of Questions
Likert scale questions are particularly useful for measuring people’s opinions on a specific topic, when you want to do in-depth research to find out what people think about it. Some of the situations in which you’re likely to use a Likert-style questionnaire are:
- A new product release
- Customer service experience
- Recent development at the company
- To examine the success of an event
What Makes a Quality Likert Scale Question
Be precise and specific (focus on one topic). In order to get as accurate results as possible, you need to be as precise as possible when phrasing your questions and answers. In order to do so, you should avoid posing general questions. Try to narrow it down and be as specific as possible instead. We’re going to show you an example using LeadQuizzes’ customer support satisfaction survey.
You may want to start with a broader ‘umbrella’ question...
...and then get more and more specific, while still sticking to the initial topic. For example:
Avoid using vague words or expressions. We have to repeat this once again - be completely precise and clear. The takers need to comprehend exactly what you mean in order to supply you with an accurate result. What do we mean by that? Could you, with utmost certainty grade the following quantifiers: ‘pretty much’, ‘quite a bit’, ‘fairly likely’, ‘more or less’? Having quite a dilemma, right? Or is it a pretty big one? With that in mind, you should do your best to make deciding on the gradation of answers a no-brainer for the questionnaire takers.
A good practice might be to start with the extreme opposites (e.g. ‘extremely’ and ‘not at all’). Then, create some middle point that represents a neutral standpoint (e.g. ‘neither agree nor disagree’) and fill in the remaining options with clearly distinctive terms such as ‘very’ and ‘slightly’.
Structure it as a question rather than a statement. Due to a phenomenon inherent in the human nature, referred to as the acquiescence response bias, questionnaire respondents tend to agree with statements more often than disagree, regardless of the content. This is why it’s always better to ask questions than to simply ask for agreement or disagreement with an already given statement. So, let’s take a look at two ways of asking our users about their customer support experience.
In the first example, we’re making a positive statement about their experience and asking if they agree with it or not.
While in the second example, we are asking a real question about their experience and letting them completely independently choose their own answer.
Although we would probably like the answers to the first question more (due to the mentioned acquiescence response bias phenomenon), the second question is more likely to provide us with more objective and realistic feedback. If you aim to be a successful business owner or service provider, our advice is to opt for the second one, as this approach is more likely to help you pinpoint certain issues with your service and work on overcoming them.
Determine the ideal number of answer options. In technical terms, Likert scale enables you to add an unlimited number of answer options to your questionnaire. The most popular two, however, are 5-point and 7-point Likert scales.
A 5-point Likert scale
A 7-point Likert scale
The latter, obviously, enables users to choose from two additional answer options, thus enabling more precise responses. In some situations, you may even want to add more than 7 answer options, but be careful as too many options may be overwhelming for your users.
You may have noticed that both scales we illustrated contain an odd number of answer options. But, with Likert scales you may opt for even-numbered answer options as well. What’s the difference? The main one is that odd-numbered answer options allow room for a neutral response, whereas with the even-numbered ones the answer has to be either positive or negative.
Odds vs. evens? As with everything, it depends on your exact needs.
For example, sometimes a neutral option may be just an easy way of skipping the question without putting much thought into it. Cut the neutral answer out and it may ‘force’ the takers who were indecisive to think a bit deeper and provide you with a more valuable response than the neutral one. Proponents of even-numbered scales claim that people are never neutral and must have an opinion on any topic.
On the other hand, having a neutral response as an option may also be valuable, as too many neutral responses may show that you’re not doing enough to engage your users and actually make them form an opinion on the service you offer. Then again, there will always be some users that really don’t have an opinion on something, so forcing them to ‘take sides’ might be counterproductive in terms of the validity of results.
Words, not numbers. Scales that use only numbers as answer options may be confusing to some users, as it may be unclear which end of the scale is positive and which negative. In order to avoid such confusion, add words to your answer options.
How to Create a Likert Scale Questionnaire Using LeadQuizzes (Step-by-Step Guide)
Now that we’ve got you theoretically educated, we’re going to practically show you how to easily create a Likert scale questionnaire using LeadQuizzes.
Step #1 - Go to LeadQuizzes.com and Log In to Your Account
Step #2 - Click on Create New Quiz
Okay, the first two steps were quite obvious but now the real quiz-making starts. Don’t worry, it’s still quite simple and easy.
Step #3 - Configure Your Quiz
Here, you can enter a quiz name, title, and description, add a quiz image and a call to action label. You can also configure social sharing options, add integration, or apply segmentation. It’s all pretty straightforward, but if at any moment you get stuck, there is a video tutorial at the bottom left corner for every step of quiz creation.
When you’re satisfied with your choices, save changes and proceed onto the next step (don’t worry, you can always go back and make some additional changes before publishing).
Step #4 - Create Quiz Outcomes
Create a simple ‘Thank You’ outcome or several different outcomes based on how your respondents reply to the questions - it’s totally up to you. You’ll connect those outcomes to the answer options in the next step, so that a specific answer leads to a specific outcome. For example, if your customers like your product or service, you can ask them to leave a review on Amazon or Yelp. If they don’t, you can ask for their advice on how to improve your service.
Step #5 - Write Quiz Questions
Add as many questions and answers as you like. Here, you can decide if your Likert scale questionnaire is going to contain an odd or even number answer options for each of the questions. If you feel short of question ideas, make sure to check out these 5 actionable tips on how to create amazing quiz questions.
In this step, you also have to map the outcomes to respective answers, as shown on the image above.
Step #6 - Add Leads and Offers (If Relevant)
In case you’re looking for some lead generation from your quiz, this is the right step to check out.
Step #7 - Customize and Review
You’re almost there, one step more after this one. In this step, you can customize and review your quiz prior to publishing. Customize the appearance by choosing the font family and color, as well as the background and button color. In addition, you can set the cover image opacity here as well. Customize the share settings as well, by setting the URL redirect, headline and description.
Step #8 - Publish
If you’ve completed all of the 7 previous steps successfully, there’s only one thing that remains - publish your Likert scale-based quiz!
You’ve probably already been familiar with Likert scale questionnaires even before reading this article (or even without knowing it). After reading our ultimate step-by-step guide, you should be able to create your own questionnaires in an easy and effortless way. So, what are you waiting for? Log in to your LeadQuizzes account now and start making some awesome quizzes.