Are you looking for the very best way to get the most out of your customer surveys? If you want to know how to gain insight into your customers' behaviors and sentiments about your service or product, you need to know about Likert Scale questions.
What Is a Likert Scale?
Likert scale is a rating scale developed by an American psychologist, Rensis Likert.
The biggest advantage of a Likert scale survey is that it allows you to collect customer feedback without asking open-ended questions that are much more difficult to process. It makes it easy for respondents to leave feedback and for you to analyze the survey results.
The 5- or 7- point rating system is the most popular as it gives your customers a wide enough range of answers to choose from. It lets them communicate their sentiments effortlessly and accurately. (Having said that, shorter 3-point Likert scale surveys are also in use.)
The advantage of an odd number of responses is that there will always be a middle-ground (neutral) answer for the customer to select. It's advantageous as you make it possible for respondents not to have a stance, which may increase the response rate.
On the flip side, the neutral answers won't be very actionable.
An even number of answers is sometimes used to make customers form an opinion. You need to remember, though, that such even-numbered Likert scale questions may elicit responses that are not entirely reliable.
The question above is a classical customer effort score (CES) survey question. If you need to measure the effort required to perform an action within your product or service, feel free to use the Customer Effort Score (CES) Survey template by Survicate:
The major advantage of Likert scale questions over other types of questions is that they allow people to tell you where they stand in that grey area. Respondents are given a whole selection of answers to choose from. This way, you can obtain valid answers without asking for too much effort. By using Likert scale questions, you increase the survey response rate.
They Are Quantifiable
Likert scale questions allow people to express their individual opinion without allowing them free rein with a text box.
Answers to Likert scale questions are much easier to analyze than the ones to open-ended questions. The latter are ultra useful when designing new products or services, or looking for marketing insights. But, to analyze them quickly, you need survey tools with filtering options.
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NET PROMOTER, NPS, AND THE NPS-RELATED EMOTICONS ARE REGISTERED U.S. TRADEMARKS, AND NET PROMOTER SCORE AND NET PROMOTER SYSTEM ARE SERVICE MARKS, OF BAIN & COMPANY, INC., SATMETRIX SYSTEMS, INC. AND FRED REICHHELD.