Unit 5 - Likert scale Flashcards
(16 cards)
What is a Likert scale?
a rating scale used to measure opinions, attitudes or behaviors
What does the Likert scale consist of?
a statement or a question, followed by a series of five or seven answer statements
-> respondents choose the option that best corresponds with how they feel about the statement or question
what are Likert scales great for?
capturing the level of agreement or their feelings regarding the topic in a more nuanced way
What are Likert scales prone to?
response bias
-> respondents either agree or disagree with all the statements due to fatigue or social desirability or tendency towards extreme resoponding
When are Likert scales commonly used?
in survey research, as well as in fields like marketing, psychology, or other social sciences
What are the options of a likert scale called?
response anchors
What is the midpoint in a Likert scale often?
a neutral item with positive options on one side and negative options on the other
What can Likert scales in addition to measuring level of agreement or disagreement also measure?
other spectrums such as frequency, satisfaction or importance
When do we use the 7-point likert scale instead of 5-point?
if the research goals demand more detailed and precise feedback
-> more choices for answers
When do researchers use the Likert scale?
when they are seeking a greater degree of nuance than possible from a simple “yes or no” question
When are Likert scales most useful?
when you are measuring unobservable individual characteristics or characteristics without concrete, objective measurement
-> can be elements like attitudes, feelings or opinions that cause variations in behavior
What is important in order to get accurate results in a Likert scale?
important to word the questions precisely
what are characteristics of strong likert scale questions?
- be crystal clear
- include both questions and statements
- use positive AND negative framing
- avoid double negatives
- ask about only one thing at a time (double-barreled questions)
How do we write likert scale responses?
- decide on a number of response options
- choose the type of resonse option
- choose between unipolar and bipolar options
- use mutually exclusive options (avoid overlaps)
analyze data from likert scale - descriptive statistics
When do we use ordinal data?
to get an overall impression of your sample, you find the mode or most common score for each question
-> you can also create bar chart for each questions to visualize the frequency of each item choice
analyze data from likert scale - descriptive statistics
When do we use Interval data?
you add up the scores from each questions to get total score for each participant
-> you find mean, or average, score and the standard deviation, or spread, of the scores for your sample
