Likert Scale Questions

Now that we have explained when you should use this question type let’s also take a look at how you can craft one to get reliable results. 

1. Determine your survey goal

Why do you want to conduct a survey? A clear goal will help you in following the next step. You should have a definite understanding of what you want to quantify. 

Let’s say you have noticed cart abandonments in your online shopping app in the last month. So your goal is to find out what is causing dissatisfaction amongst your customer for them not to complete their shopping. 

2. Identify the variables you want to measure

Now that you have established a goal, you should identify indicators that can help you understand what’s causing cart abandonment. These indicators will help you write Likert scale questions. 

So, you can use the question type to gauge variables/ indicators of customer satisfaction regarding the cart process. Now you can create questions around these indicators. 

For example, 

1. How satisfied are you with the checking out process in the app? (Extremely satisfied – Extremely dissatisfied) 
2. There are many payment options available. (Strong agree – Strongly disagree)
3. I like the various discounts & coupons available. (Extremely satisfied – Extremely dissatisfied)

Several variables can influence a customer’s experience and decision. Create a list of these variables and build questions focusing on these variables. 

3. Determine the scale that best suits the purpose

When using a Likert scale for your survey, you have to make two decisions 

1. Semantic scale. 
2. Odd or Even scale.

For the semantic scale, you need to use response options that are unambiguous and easy to understand. For example, when you use the scale “Always – Often – Rarely – Seldom – Never,” how would the audience differentiate between “rarely” & “seldom.” How would you quantify between the two? 

For clearer understanding, use terms that relay specific meanings. Instead of “Rarely,” you can use “Twice a week/month.”

When it comes to using an odd or even scale, it depends on what kind of data you want to collect & how you want to evaluate the result. 

Odd-numbered Likert scale questions, such as a 5-point or 7-point scale, give respondents a neutral option. However, using an even-numbered scale compels respondents to choose either the positive or negative side. This helps you in evaluating responses in these two categories. 

1. Use positive & negative variables on the scale for balance

The responses in the Likert questions should be in perfect balance with an equal amount of negative and positive variables. This allows respondents to express their satisfaction or dissatisfaction with your question/statement. 

Only using positive responses will force the respondent to share positive feedback even when dissatisfied with their experience. This will lead to survey drop-offs and the collection of inaccurate data.

2. Use unipolar indicators

Following the previous point, when you want your question to evaluate positive and negative attitudes, your scale should range from ‘none’ to ‘maximum.’ 

For example, instead of using “useful” to “useless,” it’s better to use “very helpful” to “not at all helpful.” Unipolar scales are easy to understand and offer clear indicators. 

3. Use consistent scales

Keep the scale consistent in its order of displaying the variables. If your scale ranges in ascending order, i.e., 1 is extremely dissatisfied and 5 is extremely satisfied, follow the same order for all the other Likert scale questions in the survey. 

Using consistent scales will also help you in the data analysis. The analysis involves finding the average in all responses. So, with inconsistent scales, you can’t achieve accurate measurements. 

4. Get more specific with the questions

Apart from the response variables in your questions, you also need to make sure the question itself is specific to the survey goal. 

If the survey is to gauge customer experience with the product, specify which aspect of the product. Is it the quality of the product, the ease of use, the price, or the design? 

Write your question to gather specific data on specific aspects. This will help you gather actionable insights. 

5. Get creative 

Customers get thousands of surveys across social media and email. You can’t assume they respond to you only because they are your customers. 

Design your surveys creatively so the customers look forward to responding to your surveys. Write your questions to give them a personality. Instead of “Satisfied – Neutral – Dissatisfied,” try “Loved It – Meh – Big Nope.”